The impact of growth hacking on firm performance under environmental turbulence: a moderated-mediation analysis

Joshi, Y., Bodhi, R., Chatterjee, S. and Mariani, M. ORCID: https://orcid.org/0000-0002-7916-2576 (2025) The impact of growth hacking on firm performance under environmental turbulence: a moderated-mediation analysis. Journal of Business Research, 191. 115271. ISSN 1873-7978 doi: 10.1016/j.jbusres.2025.115271

Abstract/Summary

The purpose of the study is to examine the influence of growth hacking on marketing capability, disruptive innovation, and firms’ performance. Structural equation modeling was used to analyze the data. The results show that growth hacking positively influences marketing capabilities, disruptive innovation, and firms’ performance. Further, marketing capabilities and disruptive innovation were observed to mediate the association between growth hacking and firm performance, whereas technological turbulence moderates the association between disruptive innovation and firm performance. The findings suggest that firms can use growth hacking to foster marketing capabilities and disruptive innovation, which may affect firm performance. Besides, firms need to constantly monitor the technological turbulence levels.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/121801
Item Type	Article
Refereed	Yes
Divisions	Henley Business School > Leadership, Organisations, Behaviour and Reputation
Publisher	Elsevier
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