ZEHRA, F. T. .; ADNAN, S. .; AHMED, A. .; WASIM, N. . 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, [S. l.], v. 5, n. 2, p. 324–347, 2026. DOI: 10.56976/jsom.v5i2.465. Disponível em: https://www.jsom.org.pk/index.php/Research/article/view/465. Acesso em: 24 aug. 2026.