THI LE HOA PHAM; THI HOANG LAN NGUYEN. 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, [S. l.], v. 26, n. 3E, p. 824, 2026. DOI: 10.62985/j.huit_ojs.vol26.no3E.520. Disponível em: https://huitjournal.vn/index.php/huit-j-sci/article/view/520. Acesso em: 11 sep. 2026.