Exploring the Acceptance of Deepfake Advertising and Its Impact on Consumer Trust and Brand Credibility among Malaysian Generation Z

Wong, Zheng Cai (2025) Exploring the Acceptance of Deepfake Advertising and Its Impact on Consumer Trust and Brand Credibility among Malaysian Generation Z. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

The growing use of artificial intelligence has led to the rise of deepfakes and AI-generated advertising, raising concerns about authenticity and consumer trust. This study examines Malaysian Generation Z’s acceptance of deepfake advertising, its impact on brand credibility and trust, and perceptions of its creative potential. Using a quantitative approach, data were collected through an online survey with 127 Malaysian Generation Z respondents and analysed using descriptive statistics. The findings show that Generation Z is highly exposed to AI-generated advertisements and generally confident in identifying deepfake content. While respondents recognise deepfake advertising as creative and innovative, acceptance remains moderate due to ethical and authenticity concerns. Transparency plays a crucial role in shaping trust, as undisclosed deepfake content leads to feelings of deception and reduced brand credibility. Conversely, clear disclosure of AI use strengthens trust, engagement, and purchase intentions. Overall, the study highlights that deepfake advertising can be effective when used responsibly, ethically, and transparently, offering valuable insights for brands targeting Generation Z in digital marketing