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Gig microentrepreneurs are individuals who have embraced short-term gigs as an entrepreneurial agency for both financial and social livelihood. Based on surveys in 2020 and 2023, the research reported here presents a comprehensive, empirical portrait of two cohorts of gig microentrepreneurs. This portrait captures the similarities and differences of gig microentrepreneurs in terms of offline and online business models and the nature of gig work. Recognizing that there is not a “typical” gig microentrepreneur will help ensure that this gig business model continues to evolve without boundaries in terms of demographics, motivations and behavior and will enable marketing and entrepreneurship scholars to better assist in entrepreneurial growth and development. The purpose of this paper is to gain a better understanding of the gig microentrepreneur regardless of the nature of the gig work.

The research involved two separate surveys in the USA. The first survey took place in July 2020, and the second survey took place in April 2023 after major changes had taken place in the economy and in society (e.g. the COVID pandemic). Both surveys used samples generated by Dynata, an online consumer panel company with access to more than 70 million consumers worldwide who have agreed to participate as panel members.

The surveys provided answers to questions about the demographic and behavioral aspects of gig microentrepreneurs, including who they are, the number and type of gig activities in which they participate, the financial livelihood generated from gig income, the social livelihood inherent in gig work and dissatisfaction with being a microentrepreneur in the gig economy. These findings produced insights into why individuals engage in gig activities and the positive and negative impacts of that engagement. Based on the findings, nuances and trends within the gig economy and among gig microentrepreneurs are identified and discussed.

The research limitations include lack of generalizability outside of the USA, use of panel data and survivor bias.

Consumers, gig microentrepreneurs, companies and government agencies can benefit from the growth in the gig economy. The vast array of gig activities in which gig microentrepreneurs engage clearly shows the need for an on-demand workforce. There are both economic and societal benefits to having a labor-force that can meet a breadth of demands with varying timeframes.

Whether gig microentrepreneurs are engaging in gig work to augment their income because of economic insecurity or for intrinsic reasons, the motivations and behaviors of the gig microentrepreneurs are indicative of the talent and resources needed to keep the US economy moving forward positively.

As noted by several scholars conducting research on the gig economy, little is known about gig microentrepreneurs – who they are, what they do and why they do it. Current research on the gig economy tends to focus on online platform companies. This research offers an exploratory look at microentrepreneurs who engage in gig activities both online and offline without geographic or technological boundaries.

The aim of the study is to investigate the impact of job characteristics on gig worker performance in India. In addition, this study examines the role of work–life balance as a mediator in exploring the impact of job characteristics, namely, flexibility and job autonomy and person–job fit on gig workers performance among location-based gig workers.

A total of 266 responses were collected by gig workers using a questionnaire-based survey. The responses were analyzed using the partial least square structural equation modeling technique.

The study results indicate that factors of job characteristics and person–job fit significantly enhance the gig worker performance and also finds work–life balance as significant mediator. These results provide evidence for the hypotheses, which emphasizes that these aspects will have a beneficial effect on the performance of gig workers.

This research contributes to the field of the gig economy by empirically examining the study factors to understand the work dynamics in flexible work arrangements. Based on the findings, the gig platforms and policymakers can formulate strategies for establishing job design for enhancing work–life balance, which subsequently enhances gig workers performance.

With the increasing global popularity of the gig economy encompassing freelancers, online platform workers, self-employed, on-call workers and other temporary contractual workers, this study aims to review research focusing on the gig economy to explore the nuances of working in various alternative work arrangements. We aim to enhance the understanding of existing literature and highlight underexplored areas for future research.

A systematic literature review of 258 studies based on gig economy and gig work was conducted. It follows systematic search criteria and SPAR-4-SLR protocols. The analysis uses different gig worker profiles given by Watson et al. (2021) to categorize studies, followed by thematic analysis to identify patterns in the literature.

Our analysis of studies on gig economy shows that the majority of existing literature is based on gig service providers. Within this literature subset, major areas of study are work conditions, financial conditions, emergence and role of collectives, the impact of algorithmic management and the impact of rise of the gig economy on entrepreneurship. There is little research focusing on gig goods providers, gig data providers, agency gig workers and traditional gig worker profiles. More focus is also needed on emerging markets and markets transitioning to the gig economy.

Differing from reviews that have attempted to define gig work and workers, we focus on literature on the lived experiences of gig workers. By reviewing studies on different gig worker profiles, we are able to highlight future research directions for pointed sample sets and comparative underexplored areas.

This study aims to explore the human resource management (HRM) practices related to training and feedback in the app work industry, specifically in online food delivery service, and investigate the emotional and behavioral responses of gig workers.

This study adopts a qualitative approach by interviewing 19 gig workers from six food delivery firms operating in different countries.

The results show limited training and feedback opportunities are provided to app workers, although the complexity of training and delivery methods differ across platforms. To address this shortage, app workers developed response strategies relying on social interaction.

This study adds to the research on HRM practices in the gig economy by portraying the way in which training and feedback unfold in the food delivery app ecosystem and by disclosing the gig workers’ emotional and behavioral responses to it.

This study shows that the way training activities are currently designed may provide little value to the ecosystem and are likely to produce negative emotional responses in gig workers. Thus, platform providers may make use of these findings by introducing more transparent feedback and social learning opportunities.

To the best of the authors’ knowledge, this study is among the first empirical studies on online delivery gig workers addressing specific HRM practices. It reveals significant insights for training and feedback, suggesting app economy characteristics strongly affect training and feedback practices for app workers.

The emerging nonstandard employment (i.e. gig work) makes gig workers face a series of forms of labor insecurity. Prior studies focus on the linkage between gig work insecurity and precariousness. However, how gig workers and platforms jointly handle gig work insecurity has been so far overlooked. To this end, this study aims to explore how gig platforms and workers jointly cope with the insecurity of the gig work model.

Building upon the JD-R model, this study used a double-level perspective to hypothesize how gig platforms and workers jointly cope with gig work insecurity. Second, 248 questionnaire data were collected from workers who worked for several gig platforms (e.g. Meituan, Eleme, DidiTax, Zhihu and Credamo) in China. Third, the analysis method based on the partial least squares structural equation model (PLS-SEM) was employed to test the study theoretical model.

Empirical findings show that gig workers can cope with gig work insecurity by crafting their work; gig platforms' formalization governance not only reduces gig work insecurity but also helps gig workers address it by more easily crafting their work.

Gig workers do always have not enough job resources and motivation to work hard. Gig workers merely rely on job crafting to cope with the insecurity of the gig work model, which is insufficient. Gig platforms should also formalize their current governance mechanisms, which can supplement gig workers' job resources and reduce their job demands so as to help them cope with such gig work insecurity.

These results advance the understanding of the joint roles of gig platforms and workers in addressing gig work insecurity and improve governance effectiveness and value of gig platforms.

Digital platforms that offer on-demand gig work, while providing work opportunities in the economy, have raised social and economic concerns. Though extensive research on regulation of the gig economy exists, the effect of economic regulations on the welfare of the workers is not well understood. In this work, this paper aims to specifically study the effect of minimum wage and leisure regulations on the unemployment rate and offered wages. This paper also analyses the effect of up-skilling of the workers on unemployment and wages.

This paper builds an agent-based model of the labour market with heterogeneous workers and online platform firms that interact to match supply and demand. This paper also interviewed online workers in the two under-studied markets in online beauty and house maintenance services in India and included salient observations in to the model. This paper further validates the model findings with the interview observations.

Extensive simulations of the model indicate that the regulator's intervention on minimum wage and leisure reduces unemployment and offers better wages/leisure in the short term. However, these cannot be sustained unless the workers upgrade their skills, thereby improving their value to the employers. This paper also corroborates the authors’ interview observations on platforms deviating on stated worker contracts by simulating the same in the model. This paper finds that when platforms deviate on their stated incentive schemes, the unemployment rate tends to increase. This paper also finds that the emergence of online platforms in an erstwhile off-line market decreases the average unemployment rate with a moderate increase in the offered wage and leisure.

In this work, the focus has been to determine the worker-platform dyadic relationship. However, this is affected by consumer-related attributes such as ratings and associated reputation systems to promote trust between different stakeholders. Examining such a triadic relationship between consumers, platform and workers is required to comprehensively address the challenges of online gig economy.

Skilling and training are critical for worker mobility across tasks and jobs, especially in the gig economy. Gig workers, in general, seek to improve their skill level through self- or platform-enabled training programmes. The workers are able to generate more revenue through the new skills and hence can improve their reservation wage as well. This in turn increases average offered wages and reduces the overall unemployment in the sector. Despite attempts to classify gig workers as formal workers by labour laws across countries, there is resistance from online platforms. This is due to increased liability and responsibility that the platforms have to incur that possible increase their costs and expenses. This study shows that regulations, such as minimum leisure or minimum wage, increase the average wage or leisure in the market and increase unemployment. However, this might be a short-term phenomenon. In the long term, the gig workers benefit by enhancing their skills to not only stay employed but also bargain for better wages and leisure. The governments can play a larger role by facilitating upskilling programmes for the gig workers.

An extensive literature survey indicates that while most of the work on gig economy regulation emphasises the social and legal aspects, this work is unique in modeling the techno-economics of gig work. Further, while most of the economic research on gig work, focuses on consumers, this work focuses on the under-researched area of worker welfare. This paper also validates the model results with findings from the interviews with gig workers.

This paper aims to explore and conceptualize the emotional labor of racial minorities and women in the gig economy.

The paper draws on current research on gig workers' engagement in emotional labor and accounts of unfair practices in the gig economy. It calls out the presence of bias in algorithmic systems used within the gig economy as a means of control and gig worker management. The negative impact of such bias on a specific gig worker demographic is theorized.

Through a review of research on the nature of work in the gig economy, the paper suggests an unspoken mandate exists for gig workers to engage in emotional labor practices. Specifically, the nature of gig work in terms of algorithmic control, coupled with gig work dependence, often creates a need for gig workers to engage in emotional labor. This need is heightened for racial and ethnic minorities and women gig workers.

As gig platforms increasingly rely on algorithms for management and gig workers face biases, this paper offers valuable insights that contribute to a comprehensive understanding of the gig economy's impact on worker well-being. The paper discusses the need for more profound research into the nature of work in the gig economy and the life experiences of gig workers.

This paper has significant implications for organizations and gig workers. Understanding the relationships proposed in this paper can inform organizational strategies to enhance the well-being of gig workers and improve their overall work experiences, potentially leading to increased satisfaction and reduced turnover. Additionally, the paper recommends strategies gig workers can utilize to achieve positive outcomes.

The evolving work landscape, driven by the gig economy, necessitates a thorough understanding of new work dynamics. This paper sheds light on the often-overlooked diversity within the gig workforce, mainly focusing on the unique experiences of women and racial and ethnic minorities.

This paper aims to explore the realm of gig work and the gig economy in Romania in an attempt to shed light on the mechanisms of this type of work and the reasons and benefits of engaging in gig-related activities.Considering the low conceptual consensus on gig work, the authors aim to explore how participants in this study define and refer to gig work, thus helping to contribute to the current conceptualization and characterizations of gig work and the gig economy. Among the wide range of services encountered within the gig economy, this research focuses on three categories of tasks, as defined within COLLEEM 2018 questionnaire (see Pesole et al., 2018), namely, online creative and multimedia work, online sales and marketing support and online software development and technology work.

Based on semistructured interviews with people working in the gig economy in Romania, the authors look to understand the meaning given to gig work and its features. The authors tackle how participants in this study perceive themselves and their work. The authors also look into perceived similarities and differences with other types of independent work.

In this paper, findings are organized into two main sections. The first section showcases perceptions about working in the gig economy, including how people involved with this type of work are describing them and their activity and exploring financial insecurities in connection with the independent/gig work. The second section highlights the mechanisms of gig work on digital labor platforms, developing means and ways of reputation-building and their impact on financial earnings.

This research aims to contribute to a better understanding of the environment and needs of gig workers. Although gig economy and online work are widely covered by field literature, knowledge about the experiences and perceptions of gig workers in emerging markets has more to gain by exploring European Union developing markets.

Digital labor platforms (DLPs) are transforming the nature of the work for an increasing number of workers, especially through extensively employing automated algorithms for performing managerial functions. In this novel working setting – characterized by algorithmic governance, and automatic matching, rewarding and punishing mechanisms – gig-workers play an essential role in providing on-demand services for final customers. Since gig-workers’ continued participation is crucial for sustainable service delivery in platform contexts, this study aims to identify and examine the antecedents of their working outcomes, including burnout and engagement.

We suggested a theoretical framework, grounded in the job demands-resources heuristic model to investigate how the interplay of job demands and resources, resulting from working in DLPs, explains gig-workers’ engagement and burnout. We further empirically tested the proposed model to understand how DLPs' working conditions, in particular their algorithmic management, impact gig-working outcomes.

Our findings indicate that job resources – algorithmic compensation, work autonomy and information sharing– have significant positive effects on gig-workers’ engagement. Furthermore, our results demonstrate that job insecurity, unsupportive algorithmic interaction (UAI) and algorithmic injustice significantly contribute to gig-workers’ burnout. Notably, we found that job resources substantially, but differently, moderate the relationship between job demands and gig-workers’ burnout.

This study contributes a theoretically accurate and empirically grounded understanding of two clusters of conditions – job demands and resources– as a result of algorithmic management practice in DLPs. We developed nuanced insights into how such conditions are evaluated by gig-workers and shape their engagement or burnout in DLP emerging work settings. We further uncovered that in gig-working context, resources do not similarly buffer against the negative effects of job demands.

A growing body of research finds that gig economy platforms use gamification to enhance managerial control. Focusing on technologically mediated forms of gamification, this literature reveals how platforms mobilize gig workers’ work effort by making the labour process resemble a game. This chapter contends that this tech-centric scholarship fails to fully capture the historical continuities between contemporary and much older occurrences of game-playing at work. Informed by interviews and participatory observations at two food delivery platforms in Amsterdam, I document how these platforms’ piece wage system gives rise to a workplace dynamic in which severely underpaid delivery couriers continuously employ game strategies to maximize their gig income. Reminiscent of observations from the early shop floor ethnographies of the manufacturing industry, I show that the game of gig income maximization operates as an indirect modality of control by (re)aligning the interests of couriers with the interests of capital and by individualizing and depoliticizing couriers’ overall low wage level. I argue that the new, algorithmic technologies expand and intensify the much older forms of gamified control by infusing the organizational activities of shift and task allocation with the logic of the piece wage game and by increasing the possibilities for interaction, direct feedback and immersion. My study contributes to the literature on gamification in the gig economy by interweaving it with the classic observations derived from the manufacturing industry and by developing a conceptualization of gamification in which both capital and labour exercise agency.