Pichaya Tuntiaumpaiwong และ Phitak Siriwong. (2026) A Lifestyles, Belief, Culture Practices and Power Negotiation of Thai Hair Beauty Entrepreneurs: Sustainable Competitive Advantage through Critical Autoethnography. <i>Humanities and Social Sciences Journal of Pibulsongkram Rajabhat University</i>, <i>20</i>(1), 222-242.Pichaya Tuntiaumpaiwong และ Phitak Siriwong. "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 (2026):222-242.Pichaya Tuntiaumpaiwong และ Phitak Siriwong. A Lifestyles, Belief, Culture Practices and Power Negotiation of Thai Hair Beauty Entrepreneurs: Sustainable Competitive Advantage through Critical Autoethnography. Pibulsongkram Rajabhat University:ม.ป.ท. 2026.