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- W3045929286 abstract "Attracting attention precedes legitimation and is vital for new ventures to engage in resource exchanges with their environment. In traditional media new ventures are advised to conform to established norms to obtain attention. Once they have gained subsequent legitimacy, more non-conformance is recommended to additionally differentiate from competition. In contrast to traditional media, scholars have suggested that the crowded social media context is a boundary of existing theory, as it should direct attention towards extreme and thus non-conforming content. We hypothesize that depending on the legitimacy levels of the sender two distinct types of non-conforming online narratives will have opposing effects on social media attention. We separate non-confrontational and confrontational non-conforming narratives. Our results, derived from Twitter accounts of 298 US-based and VC-funded ventures in the IT sector within a time frame of 5 years, are in contrast to reasoning in recent social media research, however in line with our hypothesizing and existing logics of legitimate distinctiveness: Non-confrontational framing generally contributes to social media attention for new ventures. Confrontational framing however fosters social media attention for high legitimacy ventures only, as these messages tend to receive less attention when sent by low legitimacy firms." @default.
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- W3045929286 date "2020-08-01" @default.
- W3045929286 modified "2023-09-24" @default.
- W3045929286 title "Examining Social Media: Attention Effects of Non-Conformance Rhetoric Among New Ventures" @default.
- W3045929286 doi "https://doi.org/10.5465/ambpp.2020.19552abstract" @default.
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