Communication Technology and New Media Commons^™

The Downplayed Debt Attributes Of Bnpl: A Thematic Content Analysis Of Tiktok, Hongwei Ma

Major Papers

This research employs Thematic Content Analysis (TCA) to examine the downplayed debt attributes of Buy Now Pay Later (BNPL) services, focusing specifically on the contrast between official narratives and critical discourse on TikTok. The study investigates how BNPL companies in North America employ promotional strategies on their official websites and in press conferences to downplay the debt aspect of their services. It further explores the role of TikTok as a platform for public discourse that challenges these dominant narratives surrounding BNPL debt attributes and breaks knowledge hegemony. By analyzing samples from BNPL service providers' websites and press conferences, the study …