Abdulsalam, T.A. and Tajudeen, R.B. 2024. Are Skincare Brands Turning Gen Z’s Loyalty into Profitable Ventures in Africa? A PLS-SEM Analysis of Deceptive Marketing Practice on Consumer Behaviour. ABUAD Journal of Social and Management Sciences. 5, 1 (Jun. 2024), 47-75. DOI:https://doi.org/10.53982/ajsms.2024.0501.03-j.