NENI ASMAYATI; LUKMANUL HAKIM; DAHRUL AMAN HARAHAP. THE DARK SIDE OF PERSONALIZATION: WHEN DATA-DRIVEN CUSTOMIZATION ERODES PERCEIVED AUTONOMY AND TRIGGERS REACTANCE. International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET), [S. l.], v. 5, n. 5, p. 2290–2297, 2026. DOI: 10.5281/zenodo.20085133. Disponível em: https://ijset.org/index.php/ijset/article/view/1778. Acesso em: 30 may. 2026.