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From clicks to connection: how AI marketing fuels brand evangelism through passion and personality in quick commerce

Year: 2025

Type: article

Study design: Observational Study

Source: Asia-Pacific Journal of Business Administration

DOI: 10.1108/apjba-01-2025-0090

Authors: Aanchal Aggarwal, Nupur Arora, Arnav Verma, Karman Singh

Institution: Vivekananda Institute of Professional Studies

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4414376455

FWCI: 9.047

Cites: 82

Cited by: 5

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