[1]
Zehra, F.T. , Adnan, S. , Ahmed, A. and Wasim, N. 2026. Understanding Customer Engagement in Pakistan’s E-Commerce Industry through AI-Driven Personalization and AI-Powered Chatbots: A Moderated Serial Mediation Approach. Journal of Social and Organizational Matters. 5, 2 (Jun. 2026), 324–347. DOI:https://doi.org/10.56976/jsom.v5i2.465.