Raja, Arshad Mehmood, and Naiber Hussain. “AI DRIVEN AND DATA DRIVEN MARKETING STRATEGIES AS PREDICTORS OF BRAND ENGAGEMENT: THE MEDIATING ROLE OF CONSUMER PREFERENCES AND BEHAVIOUR IN THE UK E COMMERCE INDUSTRY”. Veredas Do Direito, vol. 23, no. 6, Apr. 2026, p. e235822, doi:10.18623/rvd.v23.5822.