Marketing-Mix of Online Social Lending Websites

被引：5

作者：

Assadi, Djamchid ^{[1
]}

Hudson, Meredith ^{[2
]}

机构：

[1] Grp ESC Dijon Bourgogne, Burgundy Sch Business, Dijon, France

[2] First United Bank, Durant, OK USA

来源：

JOURNAL OF ELECTRONIC COMMERCE IN ORGANIZATIONS | 2010年 / 8卷 / 03期

关键词：

Developing Countries; Marketing Mix; Microfinance; Micro-lending; Networking; Peer-to-Peer Micro-lending; Social Lending;

D O I：

10.4018/jeco.2010070102

中图分类号：

F [经济];

学科分类号：

02 [经济学];

摘要：

With the rise of microfinance in developing countries and its evolution to a business model in developed nations, microfinance has fully trunsitioned 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.

引用

页码：15 / 25

页数：11