Marketing-Mix of Online Social Lending Websites

With the rise of microfinance in developing countries and its evolution to a business model in developed nations, microfinance has fully transitioned to the internet, taking the distinctive form of social lending. However, the marketing trends of emerging peer-to-peer micro-lending websites have bee...

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Bibliographic Details
Published in:Journal of electronic commerce in organizations 2010-07, Vol.8 (3), p.15-25
Main Authors: Assadi, Djamchid, Hudson, Meredith
Format: Article
Language:English
Subjects:
Business
Business practices
Business strategies
Credit systems
Developed countries
Developing countries
Electronic commerce
Evolution
Financial services
Focusing
Internet
LDCs
Marketing
Mathematical models
Microfinance
On-line systems
Peers
Web sites
Websites
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Summary:With the rise of microfinance in developing countries and its evolution to a business model in developed nations, microfinance has fully transitioned to the internet, taking the distinctive form of social lending. However, the marketing trends of emerging peer-to-peer micro-lending websites have been largely unexplored during its rise to recognition due to most studies focusing on financial, economic, political and humanitarian issues in context to microfinance. However, based on a sample of eight popular social lending websites, this paper uses cases to analyze the marketing elements of these sites to better understand how they function and to predict the future.
ISSN:1539-2937
1539-2929
DOI:10.4018/jeco.2010070102