Marketing Analysis of Emerging Peer-to-Peer Microlending Websites

The marketing trends of the emerging sector of peer-to-peer microlending websites have been left largely unexplored during its rise to recognition. Based on a sample of nine popular social lending sites, this exploratory chapter uses observational research methods to analyze the uncontrollable and controllable marketing elements of online social lending websites in order to better understand its present and future tendencies. A more comprehensive understanding based on similarities and differences of the marketing movement within this industry will be the end result of this chapter, and therefore, a more reliable prediction of the future it holds.