Authenticity as a double-edged sword in female digital entrepreneurship: the case of Chiara Ferragni

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 in digitally mediated entrepreneurial practice. Design/methodology/approach Using a qualitative design, the study draws on 30 news articles, 2 videos, and a 25-page regulatory decision, analysed through content analysis. Scandals are conceptualised not simply as sequences of misconduct, but as socially constructed processes arising from public communication, moral evaluation, and media amplification. The use of multiple data sources provides a holistic account of entrepreneurial reputation dynamics while mitigating the bias associated with a single source. Findings The analysis shows that pursuing rapid legitimacy or perceived authenticity can trigger SW in digital entrepreneurial ventures. Once exposed, SW generates severe entrepreneurial consequences, including reputational damage, consumer scepticism, measurable follower decline, and loss of commercial partnerships. In female digital entrepreneurship, where ventures are closely tied to personal brands, legitimacy is particularly fragile; once authenticity is questioned, recovery is challenging, underscoring the gendered vulnerability of small, platform-based ventures. Research limitations/implications For entrepreneurship research, the study advances understanding of how gender, authenticity, and social legitimacy intersect in digitally mediated, small-scale ventures, providing a framework for analysing symbolic corporate social responsibility, reputation management, and legitimacy recovery in platform-based entrepreneurship. Practical implications The findings offer practical guidance for digital entrepreneurs, small business owners, and policymakers regarding transparency and credibility in social claims, especially in ventures involving charities or social initiatives. Originality/value This study adds to entrepreneurship research by showing how SW can emerge as a practical risk for digital entrepreneurs. It demonstrates how women influencers use social and charitable claims to build credibility and visibility, while also revealing how these strategies can backfire when authenticity is questioned. By focusing on platform-based ventures and personal branding, the study provides new insight into how trust and reputation are built, challenged, and difficult to repair.