Marketing-Mix of Online Social Lending Websites

Djamchid Assadi and Meredith Hudson
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Djamchid Assadi: Burgundy School of Business (Groupe ESC Dijon-Bourgogne), France
Meredith Hudson: First United Bank, USA

Journal of Electronic Commerce in Organizations (JECO), 2010, vol. 8, issue 3, pages 15-25

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.

Date: 2010
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Journal of Electronic Commerce in Organizations (JECO) is edited by Mehdi Khosrow-Pour

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