It can be either. Love is ultimately something which you cannot force, but you can put yourself in a position to be around people and meet people who you like and can learn to love with time.
For example... Maybe I "like" two guys, one who lives in my city and one who is moving soon. I could probably "love" either if given enough time, but I will probably choose to pursue the one near me.
Plenty of people go on dating apps and mixer events in order to find someone to love. It is a partially deliberate, partially unconscious process.
Now, sometimes people are in close proximity with others (ie friends or close colleagues) and find that their emotional closeness has moved beyond friendship and become "love" without the initial "dating to get to know you" part happening first. Then they dramatically declare their love for their friend.
The former way of falling in love (going to a dating event or an app, or just seeing something you like in someone else, dating for a while with the intent of falling in love and then falling in love) is more common. The latter (struck by lightning, without even meaning to) is more common on TV... it does happen irl, but less. And it does not usually turn out as well irl.
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AQ: 36 (last I checked :p)