“…Several researchers have focused on determining the impact of the overall factors (Cai, Lin, Xu, & Fu, 2016;X.-h. Chen, Jin, Zhang, & Yang, 2016;Feng, Fan, & Yoon, 2015;Kgoroeadira et al, 2019). Others have focused on speci c factors such as linguistic styles (Herzenstein, Sonenshein, & Dholakia, 2011;Kim, Maeng, & Cho, 2018;Larrimore, Jiang, Larrimore, Markowitz, & Gorski, 2011), gender (Barasinska & Schafer, 2014), cultural and geographical differences (Burtch, Ghose, & Wattal, 2014), trust in borrowers or intermediaries (D. Chen et al, 2014;Wan, Chen, & Shi, 2016), punctuation used in loan descriptions (X. Chen, Huang, & Ye, 2018), appearance (Jin, Shang, & Ma, 2019), voluntary information (Han, Chen, Liu, Luo, & Fan, 2018;Michels, 2012), friendship (Liu, Brass, Lu, & Chen, 2015), and herding behavior among investors (Herzenstein, Dholakia, & Andrews, 2011;Y.…”