Raja AM, Hussain N. 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. Ver. Dir. [Internet]. 2026 Apr. 9 [cited 2026 Apr. 11];23(6):e235822. Available from: https://revista.domhelder.edu.br/index.php/veredas/article/view/5822