Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 and Farinloye, Temitope (2019) Instant, quick and immediate decision: Online advertising strategies of UK payday loans lenders. In: 18th International Conference on Research in Advertising (ICORIA) 2019. European Advertising Academy, Krems, Austria.

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Abstract

People no longer have to visit a physical store to request a payday loan, there is a shift towards making applications online. While there is considerable debate in the literature about what influences the use of payday loans, the role of advertising has been largely ignored. This study carried out a thematic analysis of payday-loan lenders’ websites to empirically establish their online advertising strategies. The results indicates that payday loans are presented as ‘easy-to-obtain cash’ and that not much effort is involved: borrowers are only required to fill out a single form, and the technology will take over the process. The lenders use feedback and testimonies from previous customers. This study makes both theoretical and managerial contributions towards advertising financial services, providing a holistic understanding of payday loans in the UK.

Item Type:	Conference Proceedings
Title of Proceedings:	18th International Conference on Research in Advertising (ICORIA) 2019
Uncontrolled Keywords:	payday loans, advertisment, website, content analysis
Subjects:	H Social Sciences > HB Economic Theory
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism
Last Modified:	08 Jul 2019 15:57
URI:	http://gala.gre.ac.uk/id/eprint/24709

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