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Marketing-Mix of Online Social Lending Websites

Author

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  • Djamchid Assadi

    (Burgundy School of Business (Groupe ESC Dijon-Bourgogne), France)

  • Meredith Hudson

    (First United Bank, USA)

Abstract

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.

Suggested Citation

  • Djamchid Assadi & Meredith Hudson, 2010. "Marketing-Mix of Online Social Lending Websites," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 8(3), pages 15-25, July.
    • Handle: RePEc:igg:jeco00:v:8:y:2010:i:3:p:15-25
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/jeco.2010070102
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    Cited by:

    1. Gallego-Losada, María-Jesús & Montero-Navarro, Antonio & García-Abajo, Elisa & Gallego-Losada, Rocío, 2023. "Digital financial inclusion. Visualizing the academic literature," Research in International Business and Finance, Elsevier, vol. 64(C).

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