Anatomy of herd behavior in Ponzi schemes within the scope of marketing mix

Purpose - This study aims to empirically reveal how marketing mix elements are used in Ponzi schemes to trigger herd behavior. Thus, it was aimed to determine how Ponzi schemes use marketing tools to approach and persuade victims. Clarifying this issue is vital in identifying critical points in diagnosing and detecting Ponzi schemes and in de-marketing practices to be used against them. Design/methodology/approach - In this study, content analysis was used to analyze in-text expressions most practically. The population of this study is the Ponzi scheme cases that took place in Turkey between January 1, 2016, and May 31, 2023, which appeared in the press. The study sample consists of 44 cases accessible in terms of parameters, including the research subject in the research population. Findings - In order to reach the widest audiences, Ponzi schemes have generally emerged in metropolitan cities that produce a significant portion of the country's gross national product. The minimum fee to enter these systems is usually between 40 and 50 USD. Although Ponzi Schemes appear to be a financial product, the product they claim to make money is usually intangible and complex. Furthermore, the system's return rate is always higher than the market rate. It is seen that other people influence people in their social and professional environments. Promotion in Ponzi schemes is carried out by word of mouth, social media, direct persuasion, introductory meetings and individual communication. When the herd behavior patterns in Ponzi are examined, it is seen that most of them are “Heuristic Simplification” and “Social Interaction.” As a result, it has been understood that marketing mix elements are used consciously and actively to trigger herd behavior in Ponzi schemes. Research limitations/implications - The most important limitation of the study is that the data compiled about the cases are not standardized, and the newspaper reports did not provide some details at a sufficient level. Originality/value - Using a qualitative method and an evidence-based interdisciplinary approach, this study reveals how marketing mix elements are used in Ponzi schemes, a type of financial fraud. In addition, the research is original in that no other study with similar content and scope was found in the literature.