Abstract:

This study examines the effects of social media marketing in promoting easy-financing options and its influence on Gen Z consumers' purchasing habits of smartphones in Kolkata, India. It focuses on how social networks, influencer promotions, and financing schemes such as EMI and Buy Now Pay Later (BNPL), affect purchase decisions and Spontaneous buying, etc. The study identifies the key drivers, advantages, and disadvantages of easy-financing options from the consumer perspective and proposes ethical marketing strategies for smartphone companies. A quantitative research design using a survey of 100 Gen Z smartphone users in Kolkata is adopted, with data analysed through SPSS. This research paper points out the requirement for transparent financing communication and responsible social media marketing to support informed consumer decision-making.

Keywords:

Generation Z, social media marketing, BNPL and impulse buying, Digital technologies, Theory of Planned Behaviour (TPB), EMI, Social media platforms.

Aim/Objectives

Methods