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Keywords: Millennials
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Journal Articles
From clicks to connection: how AI marketing fuels brand evangelism through passion and personality in quick commerce
Available to Purchase
Asia-Pacific Journal of Business Administration (2026) 18 (3): 826–849.
Published: 23 September 2025
...Aanchal Aggarwal; Nupur Arora; Arnav Verma; Karman Singh Purpose The study explores the effects of artificial intelligence (AI)-enabled marketing practices in shaping brand experiences and subsequently leading to brand evangelism among Gen Z and millennial consumers in India’s fast-evolving q...
Journal Articles
Organizational career development and retention of millennial employees: the role of job engagement and organizational engagement
Available to Purchase
Asia-Pacific Journal of Business Administration (2024) 16 (4): 778–796.
Published: 07 April 2023
...Lipsa Jena; Umakanta Nayak Purpose The study examines the mediating mechanisms of job engagement (JE) and organizational engagement (OE) in the relationship between organizational career development (OCD) and retention of millennial employees. Design/methodology/approach Data from a total...
