Varying levels of aspiration and disparities in past performance shape firm strategy and behavior toward financial markets. These markets react positively to news related to digital technology as these signal changes in the future performance of the firm. We conceptualize Digital Posturing as a set of signals firms produce to convey their focus on digital technologies. We posit that digital posturing varies among family and non-family firms. Furthermore, we assess two facets of performance feedback that may influence changes in digital posturing: (i) the historical aspiration gap of a firm and (ii) the performance conformity of a firm with industry peers. We present the results of a preliminary analysis of data from 1839 Indian businesses constituting 6,835 firm-year observations over the period 2016 to 2021.