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Analytical study on Brand Authenticity in the Age of Deep-fakes: Trust and Image Manipulation

Year: 2025

Type: article

Abstract: In the digital age, where artificial intelligence (AI) enables hyper-realistic image and video manipulations, the concept of brand authenticity is under threat. Deepfakes, a byproduct of AI-driven content creation, have introduced a significant challenge for brands in maintaining consumer trust. This paper explores the implications of deep-fakes on brand authenticity, focusing on trust erosion, reputational damage, and consumer perception

Source: Zenodo (CERN European Organization for Nuclear Research)

DOI: 10.5281/zenodo.15912920

Author: Sandip Sekhar Santra

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W6949591854

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