A Model for Developing Digital Growth Hacking Strategies in the Covid-19 Virus Crisis in Online Markets in Iran (Case Study: Basalam Platform)

Document Type : Original Article

Authors

1 Ph.D student in Business Management, Faculty of Economics and Management, Semnan University, Semnan, Iran

2 Full Prof, Department of Management, Faculty of Economics and Management, Semnan University, Semnan, Iran

3 Associate Prof, Department of Management, Faculty of Economics and Management, Semnan University, Semnan, Iran

Abstract

Today, with the Corona crisis and digital transformation, the world of startups and Internet businesses has grown significantly and Business growth in the areas of marketing, product development, sales and Other areas are done in a different space. Therefore, digital growth hacking is essential for Internet businesses, Because growth hacking strategies are based on internal changes in the system with the aim of increasing user-to-customer conversion and business development through internal tools at low cost. This article is a qualitative research on digital growth hacking strategies in the Corona crisis. In the first stage, with the aim of collecting qualitative data, after an extensive review of the literature in the field of digital growth hacking and its strategies, A framework for designing semi-structured interview questions with business owners that have grown significantly on the Basalam platform over the past year has been designed. The researchers then reached a theoretical saturation after conducting 14 interviews. The transcribed interviews in the second stage were coded using Atlas software and inductive thematic analysis. In the current study, out of a total of 141 open code and 18 sub-themes, 5 main themes of awareness, acquisition, e-commerce, revenue and survival were the basis of digital growth hacking strategies.

Keywords

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Commercial Strategies
Volume 17, Issue 16
February 2021
Pages 64-47

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