Deepfake Deception: What to Trust When Seeing Is No Longer Believing

In the citing paper

“The use of synthetic media in marketplace deception differs from traditional deception in several ways (Giansiracusa, 2021; Karnouskos, 2020; Mechner, 2010; Mirsky & Lee, 2021; Van Huynh et al., 2021).”

In the citing paper

“Thus, the recent introduction of deepfakes makes marketplace deception even more damaging, as hyper-realistic videos and other multimedia deepfakes are extremely difficult to differentiate from reality (Boush et al., 2015; Giansiracusa, 2021; Tahir et al., 2021; Zhao et al., 2020).”

In the citing paper

“Firms can be viciously harmed (e.g., through reputation loss) by adversary-initiated deepfake propagation (Botha & Pieterse, 2020; Giansiracusa, 2021; Zakrzewski, 2019).”

In the citing paper

“For instance, the dubbing and re-voicing industry, which previously translated films to ensure words in another language matched the actor's original lip movements, is at risk of becoming extinct due to the advancing technological ability to change languages and lips accordingly (Giansiracusa, 2021; Johnson & Diakopoulos, 2021; Zakrzewski, 2019).”

In the citing paper

“From a commercial standpoint, deepfake technology has the potential to increase uncertainty in the marketplace and mislead consumers, resulting in their mistrust of businesses and psychological discomfort (Botha & Pieterse, 2020; Giansiracusa, 2021; Zakrzewski, 2019).”

In the citing paper

“Moreover, most studies have perceived deepfakes as a grave danger (e.g., Giansiracusa, 2021; Graham et al., 2021; Maksutov et al., 2020).”

In the citing paper

“Furthermore, the technology may appear mystical and incomprehensible to the regular person with a non-technical background, eliciting responses of intimidation and fear (Giansiracusa, 2021; Graham et al., 2021; Wagner & Blewer, 2019).”