Motivations for (Not) Sharing Deepfakes on Social Media

• DOI: 10.31235/osf.io/mhd48_v2
• Publication Date: 2025-05-07T12:29:13Z
• Authors: María T. Soto-San...; Ariadna Angulo-Br...; Sanjay Saha

This research applies Uses and Gratifications theory to examine individual motivations for sharing or not deepfakes. After characterizing popular deepfakes in five genres (two examples each), 1035 US participants (42% female; Age: M = 42.8, SD 14.1, Mdn 41, Range 18–93) watched one of the ten completed a questionnaire Prolific. Results show that most would share due lack personal relevance. However, those who did intend them had hedonistic motivations, mostly enjoyment desire entertainment with others. The genre these also influenced share, political being particularly specific case, where gender greater impact. Women avoid inaccurate information extent men are more inclined protect their image social circles. Overall, this highlights how audiences dynamically relate offers insights into psychological aspects relationships emerging media form. It underscores significance perceived value virality.