Sowmya Kotha. THE DATA-ETHICS PARADOX: RECONCILING MARKETING PERSONALIZATION WITH CONSUMER PRIVACY IN DIGITAL OPERATIONS. IJRCAIT [Internet]. 2024 Nov. 7 [cited 2025 Aug. 30];7(2):914-23. Available from: http://ijrcait.com/index.php/home/article/view/IJRCAIT_07_02_072