Purpose Led Growth (PPLG): comunicação, tecnologia e cultura organizacional nas dinâmicas de crescimento de empresas

Abstract

This thesis proposes the concept of Purpose Led Growth (PPLG) by investigating Growth Hacking from an interdisciplinary perspective situated at the intersection of communication, technology, and organizational culture, with the aim of understanding its epistemological foundations and its implications for contemporary processes of organizational growth. Methodologically, the research adopts a qualitative-quantitative approach, articulating bibliometric analysis of scientific production indexed in the Web of Science database, lexicometric analysis supported by the IRAMUTEQ software, critical literature review, and documentary and interpretive analysis of organizational cases. The results show that Growth Hacking is configured as a multifaceted, transversal, and sociotechnical phenomenon whose understanding goes beyond the field of digital marketing, consolidating itself as an organizational logic based on continuous experimentation, strategic use of data, iterative learning, and cross-functional integration. The analysis identified recurring dimensions in contemporary growth practices, such as organizational culture oriented toward experimentation, products conceived as channels for acquisition and learning, communication as an infrastructure for meaning-making and coordination, the use of data and metrics, user experience, and responsibility for the impacts produced. Based on this trajectory, Purpose Led Growth is presented as the thesis’s main theoretical-methodological contribution, offering a preliminary analytical matrix that integrates the data-driven logic of Growth Hacking with a critical reflection on purpose, organizational coherence, impact, and responsibility. Thus, the study contributes to the theoretical, methodological, and practical advancement of research on organizational growth in digital contexts by repositioning Growth Hacking as a sociotechnical phenomenon embedded in contemporary transformations of communication and organizational culture.