TO, Anh Tho; PHAM, Le Quynh Anh; NGUYEN, Thien Long; QUAN, Minh Quan; NGUYEN, Minh Thu. The personalization–privacy paradox in social commerce: Why privacy concern does not deter willingness to be profiled on Tiktok shop. Journal of Finance - Marketing Research, [S. l.], v. 17, n. 1enes, p. 195–210, 2026. DOI: 10.52932/jfmr.v17i1enes.1333. Disponível em: https://jfm.edu.vn/index.php/jfme/article/view/1333. Acesso em: 24 aug. 2026.