The Why and the Wherefores: A Case for Consumerism in the Marketing of Digital Loans

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dc.contributor.authorThaisaiyi Zephania Opati
dc.contributor.authorMartin Kang'ethe Gachukia
dc.date.accessioned2026-01-24T10:45:40Z
dc.date.available2026-01-24T10:45:40Z
dc.date.issued2020
dc.description.abstractThough the digital loan industry is still in its diapers, the unprecedented growth of it is a concern to many stakeholders within the financial industry. In fact, the emerging apprehensions arising out of the process of lending, distribution, and use of the digital loans have become a cause for consumerism and consumer advocacy within this new emerging product category. Of great apprehension are issues relating to regulation, consumer privacy, and loan processing among others. With this regard, a survey was carried out in Nairobi County, Kenya with over 500 questionnaires being sent through email to respondents who fall within the middle-class category. A convenience sampling method was adopted for the study, and 243 were answered and returned. A further analysis was done given the objective of the study was to examine consumer and ethical concerns arising out of sale and marketing of digital loans. This chapter examines consumer issues arising out of the digital loan applications and addresses what the industry needs to do. It recommends the way forward in dealing with these issues.
dc.identifier.citationOpati, T. Z., & Gachukia, M. W. (2020). The why and the wherefores: A case for consumerism in the marketing of digital loans. In T. Z. Opati & M. W. Gachukia (Eds.), Impact of mobile payment applications and transfers on business (pp. 120–152). IGI Global.
dc.identifier.isbnISBN: 9781799824008, ISBN: 1-7998-2398-9
dc.identifier.urihttps://repository.ru.ac.ke/handle/123456789/2011
dc.language.isoen
dc.publisherIGI Global
dc.titleThe Why and the Wherefores: A Case for Consumerism in the Marketing of Digital Loans
dc.typeBook chapter

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