KHAN, A. 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, [S. l.], v. 3, n. 10, p. 1834–1866, 2025. Disponível em: https://www.thesesjournal.com/index.php/1/article/view/3522. Acesso em: 7 aug. 2026.