Publications by year
Find Lucas Whittaker on
BBus (Honours) majoring in Marketing. Currently completing PhD at QUT
“Deepfakes: Conceptualisation and exploring interactions between behavioural biases and customer value for marketing”
Thesis project
Recent advances in artificial intelligence and machine learning have given rise to the deepfake, a method of creating highly realistic yet inauthentic digital audio, images, and videos. For marketers, deepfakes present new opportunities for customer value creation, but deepfakes also provide the means for malicious actors to artificially generate media for the purposes of intentional brand sabotage and disinformation. My proposed research is comprised of three papers. The first paper is conceptual in nature, introducing deepfakes into the marketing discipline and providing formal conceptualisation and theorisation of the highly emergent phenomenon utilising a systematic literature review. The second paper utilises an online survey to understand how individuals are persuaded by deepfake messages and investigates the role of behavioural biases within evaluations of deepfake video. In addition, this study explores whether such deepfake content can co-create and co-destroy customer value. Lastly, the third paper adopts an experimental approach to investigate whether relationships exist between behavioural biases and customer value derived from deepfake videos and evaluates the effect of disclosure.
BEST Conference 2021 Presentation | “Deepfakes: a state of play and interactions with behavioural biases and value”
Increasing energy engagement through gamification | Research Visualisation
BEST Conference 2022 Presentation | “Redefining and exploring deepfakes, their value outcomes, and psychological mechanisms through a multidisciplinary systematic literature review”
Supervisor details
Professor Rebekah Russell-Bennett – Principal Supervisor – AMPR – QUT Business School
Professor Jan Kietzmann – Associate (External) Supervisor – Gustavson School of Business
Dr Kate Letheren – Associate Supervisor – Economics and Finance – QUT Business School
Dr Rory Mulcahy – Associate (External) Supervisor – USC Business School
Projects (Chief investigator)
- Exploring consumer appraisals of deepfake messaging
- Reduce Your Juice Through Gamification – Enhancing Engagement and Perceived Value of Energy Efficient Behaviour
Projects
- Behaviours that threaten Australia's Biosecurity
- Developing a Citizen Cyber Resilience Index for New Zealand
- Evaluating a Transport Customer Value Proposition (CVP)
- Liveability in the Australian Housing Market
- Opportunity Assessment - Rewarding energy flexible demand: Customer-friendly cost reflective tariffs and incentives
- Trust building for collaborative win-win customer solutions in energy - Opportunity Assessment
Publications
- Whittaker, Lucas, Russell-Bennett, Rebekah, Mulcahy, Rory (2021) Reward-based or meaningful gaming? A field study on game mechanics and serious games for sustainability. Psychology and Marketing.
- Whittaker, Lucas, Letheren, Kate, Mulcahy, Rory (2021) The Rise of Deepfakes: A conceptual framework and research agenda for marketing. Australasian Marketing Journal (AMJ).
- Whittaker, L., Kietzmann, T. C., Kietzmann, J., & Dabirian, A (2020) “All Around Me Are Synthetic Faces”: The Mad World of AI-Generated Media. IT Professional, 22(5), 90-99. doi: 10.1109/MITP.2020.2985492
- Letheren, Kate, Russell-Bennett, Rebekah, Whittaker, Lucas (2020) Black, white or grey magic? Our future with artificial intelligence. Journal of Marketing Management, 36 (3-4), pp.216-232.
- Whittaker, Lucas, Mulcahy, Rory, Russell-Bennett, Rebekah (2020) ‘Go with the flow’ for gamification and sustainability marketing. International Journal of Information Management.
- Whittaker, Lucas, Kietzmann, Jan, Letheren, Kate, Mulcahy, Rory Francis, Russell-Bennett, Rebekah (2022) Brace yourself! Why Managers should adopt a Synthetic Media Incident Response Playbook in an age of Falsity and Synthetic Media. Business Horizons.
- Whittaker, Lucas, Park, Andrew, Kietzmann, Jan (2022) Synthetic Media: What Managers Need to Know about this Emergent Phenomenon. California Management Review Insights.
- Letheren, Kate, Russell-Bennett, Rebekah, Whittaker, Lucas, Whyte, Stephen, Dulleck, Uwe (2020) The Evolution Is Now: Service Robots, Behavioral Bias and Emotions. In Härtel, Charmine E.J., Zerbe, Wilfred J., Ashkanasy, Neil M. (Eds.), Emotions and Service in the Digital Age, Research on Emotion in Organizations, pp.27-48.