Current Issue Summary
June 2025 (Vol. 65, Issue 2)
Unleashing the Power of AI And Big Data for Advertising: A Framework for Intensive Longitudinal Mediation When Using AI to Study Advertising
Discover how AI and big data can transform advertising research by providing continuous, real-time insights into consumer behavior. The authors introduce a framework for using intensive longitudinal mediation, an advanced method that captures how advertising effects unfold over time—revealing when an effect begins, peaks, and ends. This approach goes beyond traditional methods by tracking the psychological processes that drive consumer responses, offering advertisers a deeper understanding of how their messages influence audiences at every stage. The study also provides practical guidelines and a case example to help researchers and marketers apply this method, making it a valuable tool for anyone looking to leverage AI and big data for more accurate advertising insights.