THE DATA-ETHICS PARADOX: RECONCILING MARKETING PERSONALIZATION WITH CONSUMER PRIVACY IN DIGITAL OPERATIONS. INTERNATIONAL JOURNAL OF RESEARCH IN COMPUTER APPLICATIONS AND INFORMATION TECHNOLOGY (IJRCAIT), [S. l.], v. 7, n. 2, p. 914–923, 2024. Disponível em: https://mylib.in/index.php/IJRCAIT/article/view/IJRCAIT_07_02_072.. Acesso em: 22 mar. 2026.