03356ntm a22005777i 4500 000723633 CZ-PrVSE 20260207225632.0 m d cr n|||||||||| 260207s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Khairnar, Apurva ISIS:179898 dis Synthetic Personas and Consumer Perception : The Impact of Virtual Influencers and Deepfake Ads in Next-Gen Brand Marketing eng Synthetic Personas and Consumer Perception : The Impact of Virtual Influencers and Deepfake Ads in Next-Gen Brand Marketing Apurva Khairnar 2025 ?? stran : digital, PDF soubor Vedoucí práce: Martin Machek Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2026 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2026 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. Způsob přístupu: Internet management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas virtual influencers Artificial intelligence brand identity human influencers consumer perception influencer marketing synthetic personas brand trust deepfake advertising Machek, Martin mzk2013753090 ths Stříteský, Václav utb2016897848 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/90392/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/90392 Hlavní práce https://insis.vse.cz/zp/90392/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/90392/posudek/oponent/86946 Oponentura https://insis.vse.cz/zp/90392/priloha/33217 Přiloha k práci https://insis.vse.cz/zp/90392/podrobnosti dc:identifier NEPOSILAT VSKP vse90392 260205 90392