Khan, A. (2025) “AI-DRIVEN HYPER-PERSONALIZATION IN DIGITAL MARKETING AND ITS IMPACT ON CONSUMER TRUST, PURCHASE DECISIONS, AND LONG-TERM CUSTOMER LOYALTY IN E-COMMERCE PLATFORMS: A MULTI-THEORY AND EXPLAINABLE AI PERSPECTIVE”, Spectrum of Engineering Sciences, 3(10), pp. 1834–1866. Available at: https://thesesjournal.com/index.php/1/article/view/3522 (Accessed: 18 August 2026).