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Keywords: Perceived authenticity
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Journal Articles
Journal of Services Marketing (2025) 39 (10): 34–53.
Published: 01 April 2025
...Nguyen Quynh Mai; Long Thang Van Nguyen; Nguyen Hoang Thuan; Liem Viet Ngo Purpose This study aims to explore extrinsic cues and how they contribute to decoding the perceived authenticity of social media influencers in content co-creation within professional beauty services. Design/methodology...

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