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041 _afre
042 _adc
100 1 0 _aAssadi, Djamchid
_eauthor
700 1 0 _a Ashta, Arvind
_eauthor
700 1 0 _a Ashta, Arvind
_eauthor
245 0 0 _aBrand Value Building in Online Social Lending Startups
260 _c2012.
500 _a46
520 _aConnectivity in the information age, the attendant move to co-creating experiences with consumers, transaction cost economics associated with search costs in the wake of information overload, all suggest that brand value requires not only informing and dialogue, but also enabling discussion between consumers and with consumer communities. This research studies the Web 2.0 tools to find out how they can be used to build up brand equity through informing, dialoguing and enabling discussion. This research investigates ten cases in the field of online lending. We find that different websites are using many interaction tools for informing, dialogue and enabling discussion, including website presentations, blogs, buzz creation, co-branding, social networking and sharing media. We find different mix of these brand equity creation strategies on different websites. This descriptive article will be of interest to all social websites as well as all microfinance institutions, banks and financial service institutions who would like to use web 2.0 to foster new co-creation of value with their customers. The article is especially useful to understand community formation for building up brand value which could be useful for directing microfinance towards the financially excluded. This is the first paper to study brand equity creation strategies using web 2.0 tools. It is also the first paper to study brand valuation creation in online lending in particular.JEL Codes: D23, G21, M31, O14, O33
690 _abrand equity
690 _amicrofinance
690 _aonline lending
690 _ap2p
690 _atransaction cost
690 _avalue creation
786 0 _nJournal of Innovation Economics & Management | 9 | 1 | 2012-04-16 | p. 139-161
856 4 1 _uhttps://shs.cairn.info/revue-journal-of-innovation-economics-2012-1-page-139?lang=en&redirect-ssocas=7080
999 _c1112623
_d1112623