Exploring the Nexus Among AI-Generated Advertising Bias, Deepfake Technology, and Consumer Trust: The Moderating Role of Technological Literacy

Frank Frimpong Opuni (), Joshua Doe, Irene Akaab (), Hayford Amegbe () and Kwabena Asamoah Asiedu
Additional contact information
Frank Frimpong Opuni: Accra Technical University
Joshua Doe: University of Media Arts and Communication
Irene Akaab: Accra Technical University
Hayford Amegbe: International University of Rabat
Kwabena Asamoah Asiedu: Accra Technical University

A chapter in Embracing Technological Agility in Accounting and Business – Vol. 3, 2026, pp 287-303 from Springer

Abstract: Abstract This study examines how algorithmic bias (AB), deepfake technology (DT), and AI-generated advertising bias (AIAB) influence consumer trust in digital messages, with a focus on the mediating roles of perception of authenticity (POA) and cognitive response (CR), and the moderating role of technological literacy (TL) in Ghana’s digital advertising context. Using a hybrid PLS-SEM and artificial neural network (ANN) approach, data from 510 e-commerce users revealed that AB and DT reduce POA, while AIAB negatively affects CR. Both POA and CR positively influence trust in messages, and TL weakens the negative effects of DT and AIAB, indicating that digitally literate consumers are more discerning. The study contributes to theory by contextualizing algorithmic influence in Sub-Saharan Africa and highlights policy implications for promoting digital literacy and algorithmic transparency

Keywords: Algorithmic bias; Deepfake technology; Consumer trust; AI advertising; Technological literacy (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-13388-5_20

Ordering information: This item can be ordered from
http://www.springer.com/9783032133885

DOI: 10.1007/978-3-032-13388-5_20

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().