We investigate why and how social audiences pursue distinct (de-)legitimization strategies in the process of diffusion of an innovation in a field. Drawing on narrative, legitimacy, and history-in-theory perspectives, we develop a theoretical framework wherein we submit that social audiences utilize narratives across different stages of innovation diffusion as strategies to legitimize or delegitimize innovations and thereby promote or demote their diffusion in a field. We further maintain that social audiences employ various narrative strategies to ultimately protect and further advance their political interests. Specifically, when innovations highlight diverging and conflicting interests, social audiences draw on historical narratives or initiate new narratives to endorse the innovations that further advance their interests or to criticize those that threaten their interests. As such, not all innovations diffuse in a field when failing to surmount the legitimization hurdle. Our approach to narratives as a (de-)legitimization strategy to promote or demote the diffusion of innovation contributes to the diffusion of innovation, legitimacy, narrative, and history-in-theory research.
