The rapid integration of artificial intelligence (AI) into advertising has introduced deepfake technology as a powerful yet controversial persuasive tool. Given limited empirical research on Nigerian audiences’ responses to deepfake advertising, this study investigated perceptions of AI-generated deepfake advertisements featuring Pastor Enoch Adeboye and journalist Seun Okinbaloye. A descriptive survey design was adopted, with a structured questionnaire administered to 192 respondents in Lagos State. Descriptive statistics and regression analysis examined perceived authenticity, trust, credibility, ethical concerns, and advertising effectiveness. The study was anchored on Source Credibility Theory, the Elaboration Likelihood Model, and Uses and Gratifications Theory. Findings indicated that audience awareness (R = 0.873, p < 0.05), content-driven perception (R = 0.610, p < 0.05), credibility (R = 0.667, p < 0.05), and ethical concerns (R = 0.734, p < 0.05) significantly influenced engagement with and acceptance of deepfake advertising. Although high-quality deepfakes may enhance attention and recall, respondents raised concerns about consent, manipulation, and misinformation. Religious figures attracted greater moral scrutiny than media professionals. The study concludes that deepfake advertising has strategic potential but may undermine brand credibility and public trust when ethical transparency is lacking.
Ade Inasa-Thomas, Olatayo Agogo, Adekunle Christiana Adetola· Zenodo (CERN European Organi...· 0 citations
The rapid integration of artificial intelligence (AI) into advertising has introduced deepfake technology as a powerful yet controversial persuasive tool. Given limited empirical research on Nigerian audiences’ responses to deepfake advertising, this study investigated perceptions of AI-generated deepfake advertisements featuring Pastor Enoch Adeboye and journalist Seun Okinbaloye. A descriptive survey design was adopted, with a structured questionnaire administered to 192 respondents in Lagos State. Descriptive statistics and regression analysis examined perceived authenticity, trust, credibility, ethical concerns, and advertising effectiveness. The study was anchored on Source Credibility Theory, the Elaboration Likelihood Model, and Uses and Gratifications Theory. Findings indicated that audience awareness (R = 0.873, p < 0.05), content-driven perception (R = 0.610, p < 0.05), credibility (R = 0.667, p < 0.05), and ethical concerns (R = 0.734, p < 0.05) significantly influenced engagement with and acceptance of deepfake advertising. Although high-quality deepfakes may enhance attention and recall, respondents raised concerns about consent, manipulation, and misinformation. Religious figures attracted greater moral scrutiny than media professionals. The study concludes that deepfake advertising has strategic potential but may undermine brand credibility and public trust when ethical transparency is lacking.
Ade Inasa-Thomas, Olatayo Agogo, Adekunle Christiana Adetola· Zenodo (CERN European Organi...· 0 citations