To, Anh Tho, Le Quynh Anh Pham, Thien Long Nguyen, Minh Quan Quan, and Minh Thu Nguyen. 2026. “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 17 (1enes):195-210. https://doi.org/10.52932/jfmr.v17i1enes.1333.