In the heart of the Appalachian Mountains, a young entrepreneur named Maria has been making waves with her innovative approach to social media marketing. Demand for her services is growing and she loves the community that helped launch her business. She feels an obligation to pay it forward and help it thrive. The community, in turn, has found Maria’s skill set important to its economic development campaigns and is placing increasing pressure on her to help with its campaigns. Maria wants to help, but time to a young, growing entrepreneur is a scarce resource. Just how much of herself should Maria give?
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Childers et al. (2026) studied this question.
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