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

Yatish Joshi, Rahul Bodhi, Sheshadri Chatterjee and Marcello Mariani

Journal of Business Research, 2025, vol. 191, issue C

Abstract: 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.

Keywords: Growth Hacking; Disruptive Innovation; Firm Performance; Technological Turbulence; Market Turbulence (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:191:y:2025:i:c:s0148296325000943

DOI: 10.1016/j.jbusres.2025.115271

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