“The role of ai-driven social media marketing in shaping consumer purchasing behaviour: An empirical analysis of personalization, predictive analytics, and engagement”Ruturaj Patil, Shivashankar K, Shantavva M. Porapur and Shivanand KagawadeITM Web Conf., 68 (2024) 01032DOI: https://doi.org/10.1051/itmconf/20246801032