Selling Synthetic Sisterhood: Legitimation Strategies of Entrepreneurship on …

Digital entrepreneurship is often positioned as a way for women to "have it all." This is exemplified in the rise of multilevel marketing companies (MLMs) that rely heavily on the Internet to recruit and sell and are often targeted toward women. However, MLMs are often derided as pyramid schemes. This qualitative study aimed to examine how MLMs leverage their websites to rhetorically frame MLMs…