STANLEY Akpevwe Onobrakpeya
Department of Marketing,
Federal Polytechnic Orogun, Delta State, Nigeria.
akpevwestanley@gmail.com
onobrakpeya.akpevwe@fepo.edu.ng
JOHN Onome Ubueme
Department of Marketing
Delta State University of Science and Technology, Ozoro
onomejohn74@gmail.com
Abstract
The study examined the effect of growth hacking dimensions on competitive advantage of FinTech
companies in South-South Nigeria. The study adopted a quantitative research method and cross-sectional
survey research design. The population of the study comprised experts of FinTech companies operating in
South-South Nigeria. The sample size of 384 participants was calculated using the Cochran formula. Data
was collected using a well-structured questionnaire designed with a five-point Likert scale. The research
instrument used in this study was validated through content and face validity. Descriptive statistics and
inferential statistics were used to analyze the data collected for the study. Findings indicated that growth
hacking dimensions significantly and positively affect competitive advantage of FinTech companies in
Nigeria. The study demonstrates that lean experimentation, business model innovation, gamified financial
literacy, and viral marketing are all vital dimensions influencing the competitive advantage of FinTech
companies in Nigeria. The study recommended amongst others that FinTech companies should focus on
continuously innovating their business models to stay competitive, leveraging emerging technologies and
trends to offer unique value propositions.
Keywords: competitive advantage, fintech industry, growth hacking dimensions