From prior research, we know that new ventures often face challenges in establishing legitimacy, with signals playing a pivotal role in persuading stakeholders of their potential and viability. Yet a complication arises as traditional signals might not resonate with modern consumers who yearn for genuine, human connections, especially in the age of digital media. This complication is of concern because new ventures, devoid of tangible proofs (e.g., product successes), struggle to convey their authenticity, thereby risking their chances of early-stage customer acquisition. The course of action to address this concern entails a rigorous examination of how new ventures can leverage signalers from various spokesperson categories—founders, employees, celebrities, and online influencers—and how signaler reliability impacts the effectiveness in establishing new venture legitimacy.
