Predicting Consumer Purchase Propensity in Communication Studies Using Big Data and Artificial Intelligence

This paper explores aspects such as data privacy, algorithmic bias, and the potential risks of misinformation dissemination, highlighting the need for regulatory frameworks and ethical guidelines to regulate their applications. By synthesizing recent academic research and case studies, this paper comprehensively elaborates on the opportunities and challenges brought about by big data and artificial intelligence in communication research. Finally, a plan for future research is presented, emphasizing the need for interdisciplinary cooperation among computer science, media research, and ethics to reasonably tap the full potential of these technologies. It is suggested in the article that combining big data and artificial intelligence has made it much easier to guess what people will buy, which has huge implications for communication research and strategy development. However, ethical challenges like data privacy, algorithmic bias, and model transparency must be addressed to ensure sustainable and responsible application of these technologies. The research results highlight the significance of adopting a balanced approach, that is, maximizing innovation while adhering to ethical principles, ensuring that the integration of artificial intelligence and big data can actively promote the development of communication practices and social well - being.