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Aryani Sairun

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Open access Oct 2026

The Influence of AI-Based Content Personalization on Brand Loyalty on E-Commerce Platforms: A Study on Generation Z in Indonesia

The rapid integration of artificial intelligence (AI) in e-commerce has made personalized content a central strategy for fostering consumer-brand relationships. However, understanding how such personalization shapes brand loyalty among digitally native Generation Z consumers in emerging markets remains limited. This st...

Sugito Sugito, Aryani Sairun · 0 citations

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