Investigating the Impact of Social Media Marketing Activities as Growth Hacking Strategy on Behavioral intention and Oral Promotion of Customers

Growth Hacking is a marketing strategy that uses analytical thinking and social metrics to develop startups technology. The purpose of this paper is to measure the impact of social media marketing activities as a growth hacking marketing strategy on customer response within the growth hacking marketing funnel framework. This research is applied and descriptive in method. The statistical population of the study consisted of the top 10 Iranian startup users who used social media as a marketing strategy for their growth. With regard to the unrestricted statistical population, with the help of Morgan's table, the sample size was 384, and finally, 401 questionnaires were collected by available sampling. The reliability of the research instrument was assessed and verified by internal consistency and its validity through convergent and divergent validity. The research hypotheses were carried out in the form of structural equation modeling with the help of SmartPlus software. At a confidence level of 0.05, the results showed that customers’ behavioral intention and their word of mouth advertising positively affects social media marketing activities as a growth hacking marketing strategy. This study also shows that customers’ behavioral intentions also positively affect their oral advertising.