Dr. Priyanka Sharma. “GENERATIVE AI IN MARKETING AND CONSUMER BEHAVIOR: A COMPREHENSIVE REVIEW OF PERSONALIZATION, CONSUMER TRUST, BRAND ENGAGEMENT, AND ETHICAL CHALLENGES”. IJRDO - Journal of Business Management, Vol. 11, no. 4, Nov. 2025, pp. 66-76, doi:10.69980/bm.v11i5.6799.