#2816. The Rise of Deepfakes: A Conceptual Framework and Research Agenda for Marketing

January 2027publication date
Proposal available till 30-05-2025
4 total number of authors per manuscript4500 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Economics and Econometrics;
Marketing;
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Abstract:
The paper presents deepfakes in the marketing literature and proposes a typology, conceptual framework, and associated research agenda, supported by balanced centeredness-based theorizing, to guide future research on deepfakes in marketing research.
Keywords:
artificial intelligence; balanced centricity; deepfakes; generative adversarial networks; machine learning; synthetic media

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