تاثیر رسانه ها بر مشروعیت گروه های بازار جدید: مورد پهنای باند اینترنت

Building on research in institutional theory and market categories, we argue that media coverage, through the effects of cognitive and sociopolitical legitimacy, influence the creation of new market categories. Using data on the broadband access industry, we develop and test a media coverage model of market category entries, demonstrating the legitimacy effects of media-based information exchange on the emergence of new market categories. We include two post hoc analyses on mediation effects to test the relationship between population density and media coverage. These results indicate a possible mediation relationship, which we discuss in the implications of our study.

This study set out with the objective of expanding our understanding of the effects of legitimacy on entry and founding rates of companies in newmarket categories. Content analysis methodswere devised to evaluate legitimacy effects using news media-based data sources,whichwere combinedwith density-based measures in amodel of entry rates into a newmarket category. By using both density-dependent and media-based measures of legitimacy in our post hoc analyses, a more complex picture of the process of market category creation and developmentemerged,with bothmedia- and density-based measures significantly related to the rate of founding and entry. Furthermore, itwas found thatmedia-basedmeasures of legitimacy produced entry ratemodels as good as those using density-based legitimacy and competition measures; combining the two types of variables produced substantially better fitting models than those which treated them separately, and in one instance resulted in density becoming insignificant. The use of media-based measures allowed the models to account for pre-population activities, which began to establish the legitimacy of the industry before the first entry appeared and supported the subsequent development of the market category,while the use of multiple measures of legitimacy allowed an examination of the complexity of the relationships between different dimensions of legitimacy and entry and founding rates within the market category.