Makeup Who You Are: Self-Expression Enhances the Perceived Authenticity and Public Promotion of Beauty Work
Abstract Although consumers put substantial effort toward their appearance, engaging in beauty work is often seen as inauthentic, posing challenges for beauty companies that increasingly rely on social media-driven product promotion where authenticity perceptions are consequential. This article draw...
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| Published in: | The Journal of consumer research 2021-06, Vol.48 (1), p.102-122 |
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| Main Authors: | , , |
| Format: | Article |
| Language: | English |
| Citations: | Items that this one cites Items that cite this one |
| Online Access: | Get full text |
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