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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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Farla Putri Shaumi

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Conference Open access Aug 2026

AI-Driven Hyper-Personalization and Brand Loyalty in fashion E-Commerce: Mediating Roles of Shopping Emotion and Purchase Intention on Zalora, Indonesia

Artificial intelligence (AI) has spread rapidly through e-business, letting firms build hyper-personalized experiences that are thought to strengthen brand relationships. The psychological mechanisms behind this effect, however, remain poorly understood in emerging markets such as Indonesia. This study uses the Stimulu...

Farla Putri Shaumi, S. Setiawan · 0 citations

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