Emini, Adelina; Budić, Hrvoje; Klopotan, Igor - In: Business systems research : a system view accross … 16 (2025) 2, pp. 145-167
Background: The study aims to examine the role of artificial intelligence-oriented personalisation in customer interaction of social commerce platforms in the developing market, such as Kosovo. Objectives: A quantitative design was used, and 312 active users were sampled, with surveys offered to...