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...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2025-12-01
|
| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2025.2461239 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1832539725536165888 |
|---|---|
| author | Dhanya Pramod Kanchan Pranay Patil Vijayakumar Bharathi S |
| author_facet | Dhanya Pramod Kanchan Pranay Patil Vijayakumar Bharathi S |
| author_sort | Dhanya Pramod |
| collection | DOAJ |
| description | 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 317 adult consumers were collected using a structured questionnaire. Scales were adapted from prior research, and analysis was conducted using Partial Least Squares Structural Equation Modeling (Smart-PLS 4.0 software). The results revealed that threats, attitudes, and subjective norms significantly influenced protective behaviour, while perceived behavioural control did not. Perceived severity and susceptibility significantly affected attitude and motivation to comply impacted consumers’ subjective norms. Perceived Response Efficacy, Self-Efficacy, and Perceived Response Cost were not supported as drivers of perceived behavioural control. This research on consumers’ threat and coping appraisals of deepfake technology offers key insights. It advances consumer behaviour theories in information systems, aids stakeholders like companies and marketers, and supports policymakers in developing regulations and safeguards against deepfake threats. |
| format | Article |
| id | doaj-art-052e2f5c923841058881b22e8af1cda5 |
| institution | Kabale University |
| issn | 2331-1975 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj-art-052e2f5c923841058881b22e8af1cda52025-02-05T09:13:44ZengTaylor & Francis GroupCogent Business & Management2331-19752025-12-0112110.1080/23311975.2025.2461239Is it really unreal? A two-theory approach on the impact of deepfakes technology on the protection motivation of consumersDhanya Pramod0Kanchan Pranay Patil1Vijayakumar Bharathi S2Symbiosis Centre for Information Technology, Symbiosis International (Deemed University), Pune, IndiaSymbiosis Centre for Information Technology, Symbiosis International (Deemed University), Pune, IndiaSymbiosis Centre for Information Technology, Symbiosis International (Deemed University), Pune, IndiaThis 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 317 adult consumers were collected using a structured questionnaire. Scales were adapted from prior research, and analysis was conducted using Partial Least Squares Structural Equation Modeling (Smart-PLS 4.0 software). The results revealed that threats, attitudes, and subjective norms significantly influenced protective behaviour, while perceived behavioural control did not. Perceived severity and susceptibility significantly affected attitude and motivation to comply impacted consumers’ subjective norms. Perceived Response Efficacy, Self-Efficacy, and Perceived Response Cost were not supported as drivers of perceived behavioural control. This research on consumers’ threat and coping appraisals of deepfake technology offers key insights. It advances consumer behaviour theories in information systems, aids stakeholders like companies and marketers, and supports policymakers in developing regulations and safeguards against deepfake threats.https://www.tandfonline.com/doi/10.1080/23311975.2025.2461239Protective behaviourtheory of planned behaviourprotection motivation theorydeepfakesPLS-SEMArtificial Intelligence |
| spellingShingle | Dhanya Pramod Kanchan Pranay Patil Vijayakumar Bharathi S Is it really unreal? A two-theory approach on the impact of deepfakes technology on the protection motivation of consumers Cogent Business & Management Protective behaviour theory of planned behaviour protection motivation theory deepfakes PLS-SEM Artificial Intelligence |
| title | Is it really unreal? A two-theory approach on the impact of deepfakes technology on the protection motivation of consumers |
| title_full | Is it really unreal? A two-theory approach on the impact of deepfakes technology on the protection motivation of consumers |
| title_fullStr | Is it really unreal? A two-theory approach on the impact of deepfakes technology on the protection motivation of consumers |
| title_full_unstemmed | Is it really unreal? A two-theory approach on the impact of deepfakes technology on the protection motivation of consumers |
| title_short | Is it really unreal? A two-theory approach on the impact of deepfakes technology on the protection motivation of consumers |
| title_sort | is it really unreal a two theory approach on the impact of deepfakes technology on the protection motivation of consumers |
| topic | Protective behaviour theory of planned behaviour protection motivation theory deepfakes PLS-SEM Artificial Intelligence |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2025.2461239 |
| work_keys_str_mv | AT dhanyapramod isitreallyunrealatwotheoryapproachontheimpactofdeepfakestechnologyontheprotectionmotivationofconsumers AT kanchanpranaypatil isitreallyunrealatwotheoryapproachontheimpactofdeepfakestechnologyontheprotectionmotivationofconsumers AT vijayakumarbharathis isitreallyunrealatwotheoryapproachontheimpactofdeepfakestechnologyontheprotectionmotivationofconsumers |