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Keywords: Socialwashing
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Journal Articles
Authenticity as a double-edged sword in female digital entrepreneurship: the case of Chiara Ferragni
Journal of Small Business and Enterprise Development (2026) 33 (3): 553–575.
Published: 13 February 2026
...Fabio La Rosa; Marco Giuliani; Francesca Bernini Purpose This study examines how legitimacy and authenticity shape the emergence and consequences of socialwashing ( SW ) in female digital entrepreneurship, where authenticity functions simultaneously as an economic asset and a site of tension...
