Trust in deepfake ads

Sample: 268 respondents (demographics: e.g., age 18–65, balanced gender) recruited via [online questionnaire platform] using screening criteria for deepfake ad familiarity. Design: Cross-sectional survey with validated scales (7-point Likert) measuring: Independent variables: brand reputation, perceived reliability, usefulness, authenticity, preciseness, accuracy, originality, relevance, propensity to trust and humanness Dependent variable: Trust in deepfake ads Analysis: Structural equation modeling (SmartPLS 4.0) for path analysis, bootstrapping (5,000 resamples) to test significance.