publication . Article . 2010

Marketing-Mix of Online Social Lending Websites

Djamchid Assadi; Meredith Hudson;
Open Access
  • Published: 01 Jan 2010 Journal: Journal of Electronic Commerce in Organizations, volume 8, pages 15-25 (issn: 1539-2937, eissn: 1539-2929, Copyright policy)
  • Publisher: IGI Global
Abstract
<jats:p>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 t...
Subjects
free text keywords: Marketing, Strategy and Management, Computer Networks and Communications, Computer Science Applications, Marketing mix, The Internet, business.industry, business, Developing country, Developed country, Economics, Politics, Social lending, Business model, Microfinance, law.invention, law
Powered by OpenAIRE Open Research Graph
Any information missing or wrong?Report an Issue
publication . Article . 2010

Marketing-Mix of Online Social Lending Websites

Djamchid Assadi; Meredith Hudson;