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]. 27 Tháng Tám 2026 [cited 11 Tháng Chín 2026];26(3E):824. Available at: https://huitjournal.vn/index.php/huit-j-sci/article/view/520