Leveraging Growth Hacking and Digital Marketing: Evidence from Tunisian Startups

This study explores how Tunisian entrepreneurs adopt digital marketing and growth hacking to support the development of their startups. The aim is to gain a better understanding of the marketing strategies of startups from emerging markets, in a context characterized by resource constraints. By adopting a qualitative, multi-case study approach to explore in depth how Tunisian entrepreneurs perceive and use digital marketing and growth hacking strategies. For this purpose, 15 semi-structured interviews were conducted with 10 founders of startups operating in various sectors, and five experts in marketing or entrepreneurial coaching. Findings highlight how entrepreneurs in Tunisia leverage digital marketing and growth hacking to compete in the business environment and seize market opportunities, while facing challenges within a fragmented entrepreneurial ecosystem.