Brand Safety in the Deepfake Era: A Bibliometric Analysis
DOI:
https://doi.org/10.58812/wsis.v3i11.2389Keywords:
Brand Safety, Deepfake, Synthetic Media, Artificial Intelligence, Deep Learning, Cybersecurity, Metaverse, Bibliometric AnalysisAbstract
This paper examines the evolution of scholarship on brand safety in the deepfake age by a bibliometric analysis of publications at the convergence of deepfakes, artificial intelligence, cybersecurity, and marketing. Utilizing a prominent citation database, we extracted and refined pertinent articles, reviews, and conference papers published from 2010 to 2025, then analyzing them with Bibliometrix and VOSviewer. Performance metrics, keyword co-occurrence, co-authorship, affiliations, and international collaboration networks were employed to delineate the intellectual and social framework of the discipline. The findings indicate two primary streams: a technical-security stream concentrating on deep learning-based detection and cyber threat intelligence, and an applied stream focusing on AI-driven commerce, metaverse environments, and consumer reactions to deepfake material. India and a limited number of partnering universities emerge as crucial knowledge centers, but other regions remain comparatively isolated. The article presents an ecosystem perspective on brand safety concerning synthetic media, highlights significant research deficiencies, and delineates avenues for future theoretical and empirical investigations
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