Ms. Nirali R. Shah, and Dr. Jaygiri Goswami. 2026. “The Narrative Architecture of Commerce: A Structural Model of Storytelling-Induced Engagement and Purchase Intention in the Digital Age”. Journal of Advanced Research in Operational and Marketing Management 9 (1):27-32. https://adrjournalshouse.com/index.php/Journal-OperationalMarketing-Mgt/article/view/2586.