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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_OJS [Internet]. 2026 Aug. 27 [cited 2026 Sep. 11];26(3E):824. Available from: https://huitjournal.vn/index.php/huit-j-sci/article/view/520