Key points are not available for this paper at this time.
Recent advancements in media advertising, particularly through Deepfake technology, have significantly influenced consumer behavior within the experience economy. Despite its growing use, empirical research on consumer satisfaction with Deepfake ads and their impact on brand loyalty remains scarce. The current study addresses this gap by exploring the experiential factors driving consumer satisfaction with Deepfake advertisements and their influence on brand loyalty. Grounded in the Stimulus-Organism-Response (S-O-R) framework, the study develops a conceptual model drawing on the experience economy and novelty categorization theories. A quantitative survey was conducted with 600 Sri Lankan consumers familiar with Deepfake technology, focusing on their reactions to Sri Lanka’s first Deepfake ad created by Softlogic Life. Using PLS-SEM and fsQCA for data analysis, 490 valid responses were examined. The results reveal that entertainment, novelty, and memorability are the key stimuli influencing satisfaction with Deepfake ads, with novel brand experiences contributing significantly to brand loyalty. These findings offer both theoretical insights into digital consumer behavior and practical implications for marketers seeking to utilize Deepfake technology effectively. The study also provides directions for future research to enhance understanding of and applications in the marketing field.
Arachchi et al. (Mon,) studied this question.