Tuntiaumpaiwong, Pichaya, and Phitak Siriwong. 2026. “A Lifestyles, Belief, Culture Practices and Power Negotiation of Thai Hair Beauty Entrepreneurs: Sustainable Competitive Advantage through Critical Autoethnography”. Humanities and Social Sciences Journal of Pibulsongkram Rajabhat University 20 (1):222-42. https://doi.org/10.14456/psruhss.2026.14.