Is it really unreal? A two-theory approach on the impact of deepfakes technology on the protection motivation of consumers
This study examined the impact of deepfakes on consumer protection behaviour and psychosocial responses, focusing on threats and coping appraisals in deepfake marketing. The study applied a two-theory framework combining the Theory of Planned Behavior and the Protection Motivation Theory. Data from...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2025.2461239 |
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