Thi Le Hoa Pham, & Thi Hoang Lan Nguyen. (2026). THE ROLE OF ARTIFICIAL INTELLIGENCE - DRIVEN PERSONALIZED ADVERTISING ON ONLINE PURCHASE INTENTION: A CASE STUDY OF STUDENTS AT HO CHI MINH CITY UNIVERSITY OF INDUSTRY AND TRADE ON THE SHOPEE PLATFORM. HUIT Journal of Science, 26(3E), 824. https://doi.org/10.62985/j.huit_ojs.vol26.no3E.520