assignment-2-business-research

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Conestoga College *

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Apr 3, 2024

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Assignment #2 Business Research Global Business management (Conestoga College) Scan to open on Studocu Studocu is not sponsored or endorsed by any college or university Assignment #2 Business Research Global Business management (Conestoga College) Scan to open on Studocu Studocu is not sponsored or endorsed by any college or university Downloaded by Lekshmy G (lekshmygangadharan@gmail.com) lOMoARcPSD|37560762

BUS8375 – Secondary Research and Data Analysis Assignment #2– Reference List Crea琀on Objec琀ve: The objec琀ve of this assignment is to develop research skills. By compiling references, students will explore various sources, including scholarly ar琀cles, books, reports, and news ar琀cles, to gather relevant informa琀on and insights on a research topic. Instruc琀ons: With the introduc琀on of genera琀ve AI (Ar琀昀cial Intelligence), there is much debate about the role of AI in shaping the future of work. Here is just one story on the subject: The Future Of Genera琀ve AI Beyond ChatGPT . For this assignment you will be taking on the role of a researcher trying to understand the poten琀al impact genera琀ve AI, or more speci昀cally ChatGPT, will have on the future of work in an area of your choosing. Item Information Mark s Your Responses 1.Research Topic Select a speci昀c industry, job role, or job func琀on that you 昀nd interes琀ng or relevant. (Suggested word count: 1-10 words) /1 Research Topic: Generative AI on Deepfakes and Media Manipulation 2. Research Ques琀ons Generate 1-2 narrow research ques琀ons rela琀ng to the impact of AI on the future of work (be sure this relates to your research topic). (Suggested word count: 10-25 words) /2 Research Question(s): 1. How does generative design technology aid in spreading deepfakes, and what are the societal consequences of media manipulation and misinformation? 2. What tactics can be used to detect and minimize the harmful consequences of deepfakes and media manipulation enabled by generative design? 3. Source #1 For the source selected, generate a reference list entry. Be sure to use APA (Refer to APA@Conestoga for guidance) Create a brief summary explaining how the source is relevant to your research ques琀on. Highlight key points that directly contribute to your understanding of the topic. (Suggested word count: 50-100 words) /3 Reference: Campbell, C., Plangger, K., Sands, S., & Kietzmann, J. (2022). Preparing for an Era of Deepfakes and AI- Generated Ads: A Framework for Understanding Responses to Manipulated Advertising. Journal of Advertising , 51 (1), 22–38. https://doi.org/10.1080/00913367.2021.1909515 Brief summary: The above explores the ubiquity of altered advertising, fueled by artificial intelligence (AI) methods such as deepfakes and GANs that create incredibly lifelike but difficult-to-identify synthetic adverts. It synthesizes a variety of research to provide a conceptual framework for understanding how consumers are affected by ad manipulation. This conceptual Downloaded by Lekshmy G (lekshmygangadharan@gmail.com) lOMoARcPSD|37560762

framework clarifies how sophisticated manipulation modifies perceptions of creativity and authenticity, imparting knowledge of persuasiveness and ad falsehood. It emphasizes the consequences of tailored targeting and applies to different types of manipulation. The paper outlines potential research directions and addresses obstacles and prospects for researchers and advertising professionals in this dynamic environment. 4. Source #2 For the source selected, generate a reference list entry. Be sure to use APA (Refer to APA@Conestoga for guidance) Create a brief summary explaining how the source is relevant to your research ques琀on. Highlight key points that directly contribute to your understanding of the topic. (Suggested word count: 50-100 words) /3 Reference: Sivathanu, B., Pillai, R., & Metri, B. (2023). Customers’ online shopping intention by watching AI-based deepfake advertisements. International Journal of Retail & Distribution Management , 51 (1), 124–145. https://doi.org/10.1108/IJRDM-12-2021-0583 Brief summary: Using Information Manipulation Theory 2 (IMT2) and Media Richness (MR) theory, this study examines how watching AI- generated deepfake video commercials affects consumers' intent to shop online. The study finds that MR, information manipulation strategies, personalization, perceived trust, and other critical aspects influence online purchase intention through a quantitative survey with 1,180 participants. While cognitive load has no discernible effect, the study emphasizes the detrimental effects of perceived dishonesty on shopping intention. This is a groundbreaking endeavor in the e-commerce industry as it provides managers and executives with insights on how to understand better and reduce the impact of AI-based deepfake films on consumer behavior. 5. Source #3 For the source selected, generate a reference list entry. Be sure to use APA (Refer to APA@Conestoga for guidance) Create a brief summary explaining how the source is relevant to your research ques琀on. Highlight key points that directly contribute to your understanding of the topic. (Suggested word count: 50-100 words) /3 Reference: Purcell, D. (2023). Deepfakes, Blackmail, and the Dangers of Generative AI. In ReadWrite [BLOG] . Newstex. Brief summary: The article explores the growing danger of deepfake technology and the possible damage it might cause, as seen by recent FBI warnings and state-level legislation in Minnesota and other states. It emphasizes firsthand accounts and the pressing need for more stringent laws to stop the spread of altered content. The text highlights how simple it is to create deepfakes and how this affects political integrity, privacy, and the creative industries. Concerns about AI governance are also covered, focusing on how critical it is to prevent abuse and shield people from exploitation. Downloaded by Lekshmy G (lekshmygangadharan@gmail.com) lOMoARcPSD|37560762

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6. For the three (3) sources you found above, create a reference list. Be sure to order entries in alphabe琀cal order and use hanging idents. (Refer to APA@Conestoga for guidance) /2 Reference List: Use last page of template to complete Addi琀onal Marks: Variety of Sources Selected (i.e. Trade Journals, Academic Journals, Company or industry report, News ar琀cles) /1 Total: 10 Marks Submit the assignment in the Assignment drop box, before the due date. Submissions more than 5 minutes late will be penalized 10%. Assignments received a昀er one day late will be penalized another 10%. Late submissions will not be accepted a昀er 2 days late. Downloaded by Lekshmy G (lekshmygangadharan@gmail.com) lOMoARcPSD|37560762

References Budhwar, P., Chowdhury, S., Wood, G., Aguinis, H., Bamber, G. J., Beltran, J. R., Boselie, P., Lee Cooke, F., Decker, S., DeNisi, A., Dey, P. K., Guest, D., Knoblich, A. J., Malik, A., Paauwe, J., Papagiannidis, S., Patel, C., Pereira, V., Ren, S., … Varma, A. (2023). Human resource management in the age of generative artificial intelligence: Perspectives and research directions on ChatGPT. Human Resource Management Journal , 33 (3), 606–659. https://doi.org/10.1111/1748-8583.12524 Sivathanu, B., Pillai, R., & Metri, B. (2023). Customers’ online shopping intention by watching AI-based deepfake advertisements. International Journal of Retail & Distribution Management , 51 (1), 124–145. https://doi.org/10.1108/IJRDM-12-2021-0583 Purcell, D. (2023). Deepfakes, Blackmail, and the Dangers of Generative AI. In ReadWrite [BLOG] . Newstex. Downloaded by Lekshmy G (lekshmygangadharan@gmail.com) lOMoARcPSD|37560762

assignment-2-business-research

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