Growth hacking: Exploring the meaning of an internet-born digital marketing buzzword

Timo Herttua, Elisa Jakob, Sabrina Nave, Rambabu Gupta, Matthäus P. Zylka*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

4 Citations (Scopus)


This study attempts to explore and triangulate with different methods the essence, definition, and methods of the grassroots practitioner term growth hacking. In the qualitative first part of our study, we conduct 12 expert informant interviews and a case study. In the quantitative second part of the study, we conduct a quantitative Twitter analysis to gain additional insights on the findings from the qualitative first part. As a result, we differentiate growth hacking from traditional marketing strategies and create a growth hacking process model depicting a sort of consensus of what can be thought to be integral parts of growth hacking.

Original languageEnglish
Title of host publicationSpringer Proceedings in Complexity
Subtitle of host publicationDesigning Networks for Innovation and Improvisation.
Number of pages11
VolumePart F4
ISBN (Electronic)978-3-319-42697-6
Publication statusPublished - 1 Jan 2016
MoE publication typeA3 Part of a book or another research book


  • Case company
  • Ground theory
  • Latent dirichlet allocation
  • Marketing strategy
  • Topic modeling

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