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Rodrigues, I., Guerreiro, J. & Loureiro, S. M. C. (2024). Exploring the impact of deepfake advertisements on ad avoidance and consumer behavior in the fashion industry. In Roland T. Rust (Ed.), Global Fashion Management Conference Proceeding. (pp. 516-521). Milão: Global Alliance of Marketing and Management Associations.

R. Inês et al.,  "Exploring the impact of deepfake advertisements on ad avoidance and consumer behavior in the fashion industry", in Global Fashion Management Conf. Proceeding, Roland T. Rust, Ed., Milão, Global Alliance of Marketing and Management Associations, 2024, pp. 516-521

@inproceedings{inês2024_1764947718610,
	author = "Rodrigues, I. and Guerreiro, J. and Loureiro, S. M. C.",
	title = "Exploring the impact of deepfake advertisements on ad avoidance and consumer behavior in the fashion industry",
	booktitle = "Global Fashion Management Conference Proceeding",
	year = "2024",
	editor = "Roland T. Rust",
	volume = "",
	number = "",
	series = "",
	doi = "10.15444/GFMC2024.06.02.03",
	pages = "516-521",
	publisher = "Global Alliance of Marketing and Management Associations",
	address = "Milão",
	organization = "",
	url = "http://gfmcproceedings.net/html/sub3_01.html?code=434630"
}

TY  - CPAPER
TI  - Exploring the impact of deepfake advertisements on ad avoidance and consumer behavior in the fashion industry
T2  - Global Fashion Management Conference Proceeding
AU  - Rodrigues, I.
AU  - Guerreiro, J.
AU  - Loureiro, S. M. C.
PY  - 2024
SP  - 516-521
SN  - 2288-825X
DO  - 10.15444/GFMC2024.06.02.03
CY  - Milão
UR  - http://gfmcproceedings.net/html/sub3_01.html?code=434630
AB  - As artificial intelligence (AI) continues to evolve, it has become increasingly challenging
to differentiate between real and synthetic content, given the AI's ability to simulate human
abilities. One such area of synthetic media that has gained significant attention is deepfakes,
which involve manipulating and creating hyper-realistic imagery (Westerlund, 2019).
Despite the possible relevance of deepfakes to marketing and their growing popularity,
they are often portrayed in the media as a “phantom menace” (Westerlund, 2019). However,
there is a lack of understanding about the potential benefits and malfeasance associated
with deepfakes (Westerlund, 2019). Therefore, it is imperative to gain a comprehensive
understanding of the implications of deepfakes in marketing theory and practice. To date,
deepfakes have been studied in different fields with distinct research focuses, however,
academic research has predominantly centered on three aspects of deepfake technology:
refining algorithms for more realistic visual results, creating detection methods, and
scrutinizing the potential societal effects of its use (Eberl, Kühn & Wolbring, 2022). Yet,
little focus has been given to investigating the research prospects of deepfakes and their
implications on brand communication. The objective of this study is to analyze the possible
effects of deepfake ads on consumer actions and perspectives, with a specific focus on ad
avoidance in the fashion sector. Advertising is a crucial and ever-evolving element of the
fashion industry, and is essential to its growth. As a disruptive technology, Artificial
Intelligence (AI) has opened up new possibilities for fashion marketers and advertisers to
investigate (Rathore, 2019). Also, this study intends to bridge this gap by proposing that
deepfake technology can offer significant value as an advertising tool.
ER  -