Marketing-Mix of Online Social Lending Websites

被引：3
|
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 ;
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.
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页码：15 / 25
页数：11
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