How do different frames of a signal issued by platform providers influence dynamics between users and complementor? Building on research on platform signaling and framing, we develop and test hypotheses on how users and complementors differ in their preference for construal-level framing, that is, whether a signal is presented with abstract or concrete terms. We build on micro-foundational theory of ecosystems to introduce complementarity expectations as a new contingency. We test our predictions in experiments contextualized to a transaction platform on lodging. The combined results of these studies suggest differences between users’ and complementors’ reactions to a frame of a signal. Where users’ reaction to a signal is primarily affected by their expectations of complementors’ reactions to signal, we see a different pattern for complementors. Complementors’ reaction to a signal is also affected by their expectations of users’ reactions, however, more so when confronted with a concrete signal. Our study contributes to theory on platform signaling, linguistic aspects on innovation, and entrepreneurial framing by showing that platform leaders must seek to understand how ecosystem members hypothesize complementarities rather than relying on potential or realized network externalities to align ecosystem members.
