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Marketing-Mix of Online Social Lending Websites

Marketing-Mix of Online Social Lending Websites

Djamchid Assadi, Meredith Hudson
Copyright: © 2010 |Volume: 8 |Issue: 3 |Pages: 11
ISSN: 1539-2937|EISSN: 1539-2929|EISBN13: 9781609609085|DOI: 10.4018/jeco.2010070102
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MLA

Assadi, Djamchid, and Meredith Hudson. "Marketing-Mix of Online Social Lending Websites." JECO vol.8, no.3 2010: pp.15-25. http://doi.org/10.4018/jeco.2010070102

APA

Assadi, D. & Hudson, M. (2010). Marketing-Mix of Online Social Lending Websites. Journal of Electronic Commerce in Organizations (JECO), 8(3), 15-25. http://doi.org/10.4018/jeco.2010070102

Chicago

Assadi, Djamchid, and Meredith Hudson. "Marketing-Mix of Online Social Lending Websites," Journal of Electronic Commerce in Organizations (JECO) 8, no.3: 15-25. http://doi.org/10.4018/jeco.2010070102

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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.

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