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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2025

Kód důvěrnosti údajů

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

Název periodika

Journal of Business Research

ISSN

0148-2963

e-ISSN

1873-7978

Svazek periodika

189

Číslo periodika v rámci svazku

Neuveden

Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

15

Strana od-do

"Únor"

Kód UT WoS článku

001399586800001

EID výsledku v databázi Scopus

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