Open access
Aug 2026
Personalized but Valued? How AI-Driven Advertising Shapes Perceived Trust and Purchase Intention: A Cross-National Comparison
AI-driven personalization has become a defining feature of digital advertising, yet whether it drives purchase intention directly or depends on other underlying mechanisms remains insufficiently understood, particularly in under-studied emerging markets. This study investigates how perceived relevance, usefulness, and...
Soha Dia, Hadi Harb, Malak Khreis et al.
· Administrative Sciences · 0 citations