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 11, no. 4 (November 30, 2025): 66-76. Accessed October 26, 2026. https://www.ijrdobm.com/index.php/bm/article/view/6799.