Pramod, Dhanya; Patil, Kanchan Pranay; Bharathi, S. … - In: Cogent business & management 12 (2025) 1, pp. 1-22
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...