Consumer Behaviour in Growth Hacking: Developing and Validating the Shareability Construct

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989100%3A27360%2F25%3A10257579" target="_blank" >RIV/61989100:27360/25:10257579 - isvavai.cz</a>

Result on the web

<a href="https://www.sciencedirect.com/science/article/pii/S0148296325000049?via%3Dihub" target="_blank" >https://www.sciencedirect.com/science/article/pii/S0148296325000049?via%3Dihub</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1016/j.jbusres.2025.115181" target="_blank" >10.1016/j.jbusres.2025.115181</a>

Result language

angličtina

Original language name

Consumer Behaviour in Growth Hacking: Developing and Validating the Shareability Construct

Original language description

Stemming from the explosion of companies&apos; social data and digital transformation, growth hacking has emerged as a process of rapid experimentation to achieve sustainable business growth. This paper takes a consumer behaviour approach to explore the organic virality of growth hacking. We examine growth hacking through the lens of Social Identity and Self-Expansion theories, exploring how consumers&apos; drives are determined by social belonging and self-expansion desires. Through a mixed-methods approach, we identify essential dimensions of organic virality resulting from growth hacking tactics, including Shareability, attitude towards the brand, fear of missing out, need for affiliation and willingness to buy/use. It zooms into developing the Shareability construct, uncovering dimensions such as word-of-mouth, referrals, recommendations, sharing attitudes and disinformation. We contribute to growth hacking research by developing and validating the shareability scale as a reliable tool to measure consumers&apos; propensity towards disseminating growth hacking content, providing actionable implications for growth hackers.

Czech name

—

Czech description

—

Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

—

OECD FORD branch

50204 - Business and management

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2025

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Journal of Business Research

ISSN

0148-2963

e-ISSN

1873-7978

Volume of the periodical

189

Issue of the periodical within the volume

Neuveden

Country of publishing house

US - UNITED STATES

Number of pages

15

Pages from-to

"Únor"

UT code for WoS article

001399586800001

EID of the result in the Scopus database

—