This proposed study investigates the factors that influence susceptibility to deepfake phishing, a modern technique that employs artificial intelligence to create realistic but fake content. Due to the unique nature of social media, we believe that it provides ample opportunity for attackers to target users who can expect to see well-known individuals on the platforms they use. By focusing on the content of the deepfakes, such as perceived authority, familiarity, and video quality, this paper explores how differences might affect susceptibility. This research utilizes an experimental approach to test the differences in content across a randomized sample of participants. By merging cognitive theories with empirical data, this paper seeks to provide insight into the dynamics of persuasion, deception, and phishing susceptibility in this new digital age, aiming to enhance detection strategies and reduce vulnerability to such sophisticated attacks.