Synthetic Personas and Consumer Perception:The Impact of Virtual Influencers and Deepfake Ads in Next-Gen Brand Marketing

Apurva Khairnar

Diplomová práce

Anotace:

This research explores the impact of synthetic content, specifically virtual influencers and deepfakes, on brand marketing from both professional and consumer perspectives. Based on qualitative insights from five marketing professionals and quantitative data from 132 consumer respondents, this study investigates how synthetic content influences brand perception, consumer engagement, and trust. It also examines the challenges and ethical concerns associated with integrating virtual influencers and deepfake advertising into brand strategies. The findings indicate that while synthetic content can enhance brand visibility and control, its perceived authenticity significantly affects consumer trust and engagement. Virtual influencers are seen as innovative yet often lacking human relatability, while deepfakes offer efficiency but pose legal and ethical risks. The study highlights the importance of balancing technological innovation with human insights and transparency to maintain brand integrity and consumer loyalty.

Abstract:

This research explores the impact of synthetic content, specifically virtual influencers and deepfakes, on brand marketing from both professional and consumer perspectives. Based on qualitative insights from five marketing professionals and quantitative data from 132 consumer respondents, this study investigates how synthetic content influences brand perception, consumer engagement, and trust. It also examines the challenges and ethical concerns associated with integrating virtual influencers and deepfake advertising into brand strategies. The findings indicate that while synthetic content can enhance brand visibility and control, its perceived authenticity significantly affects consumer trust and engagement. Virtual influencers are seen as innovative yet often lacking human relatability, while deepfakes offer efficiency but pose legal and ethical risks. The study highlights the importance of balancing technological innovation with human insights and transparency to maintain brand integrity and consumer loyalty.

Klíčová slova

human influencers, brand identity, consumer perception, deepfake advertising, synthetic personas, brand trust, virtual influencers, Artificial intelligence, influencer marketing

Keywords

virtual influencers, Artificial intelligence, brand identity, human influencers, consumer perception, influencer marketing, synthetic personas, brand trust, deepfake advertising

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 17. 12. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 3. 2. 2026
• Vedoucí: Martin Machek
• Oponent: Václav Stříteský

Vysoká škola ekonomická v Praze

Magisterský studijní program:
Management