Sowmya Kotha. “THE DATA-ETHICS PARADOX: RECONCILING MARKETING PERSONALIZATION WITH CONSUMER PRIVACY IN DIGITAL OPERATIONS”. INTERNATIONAL JOURNAL OF RESEARCH IN COMPUTER APPLICATIONS AND INFORMATION TECHNOLOGY (IJRCAIT) 7, no. 2 (November 7, 2024): 914–923. Accessed April 14, 2026. http://ijrcait.com/index.php/home/article/view/IJRCAIT_07_02_072.