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Buy Now and Pay Later: Is this a New Propaganda Marketing Trap?

By: Rakshith I R

Dayananda Sagar Business School (DSBS), Bangalore, Karnataka, India

Abstract:

 The "buy now, pay later" (BNPL) boom has transformed how consumers pay, but what are the hidden costs? This study explores the potential for BNPL marketing to act as a "propaganda trap," driving unsustainable spending and financial vulnerability.

Purpose: We critically examine BNPL's mechanisms, and their impact on consumer behavior, financial well-being, and market dynamics. By uncovering persuasive techniques used by BNPL providers, we aim to inform consumers, policymakers, and industry stakeholders about potential risks.

Methodology: We analyze consumer spending data and marketing strategies by combining quantitative and qualitative methods. A survey assesses consumer attitudes, usage patterns, and experiences with BNPL. Interviews with experts and regulators provide context and validate findings.

Expected Findings: We aim to reveal the extent to which BNPL marketing influences consumer decisions, financial habits, and debt levels. We will identify factors driving BNPL's popularity, potential drawbacks, and unintended consequences of its widespread adoption. Examining consumer feedback and market trends, we will highlight ethical and regulatory considerations surrounding BNPL, offering recommendations to mitigate risks.

Limitations: Potential sample bias and the rapidly evolving nature of BNPL are acknowledged. The qualitative nature of some data sources might limit generalizability. We will address these limitations through robust sampling, triangulation, and critical reflection on biases.

Originality: This research contributes to the existing literature by offering a comprehensive analysis of BNPL as a form of propaganda marketing, drawing attention to its implications for consumer welfare and financial stability. By integrating insights from consumer behavior, marketing ethics, and financial regulation, this study offers a novel perspective on the societal impact of BNPL and underscores the need for greater transparency, accountability, and consumer protection in the fintech industry.