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Autonomy and Algorithmic Control in the Gig Economy: Balancing Flexibility and Well-Being

In: The Dark Side of Marketing

Author

Listed:
  • Pawan Kumar

    (Lovely Professional University)

  • Sumesh Singh Dadwal

    (London Southbank University)

  • Sanjay Modi

    (Lovely Professional University)

  • Arsalan Mujahid Ghouri

    (London Southbank University)

  • Hamid Jahankhani

    (Northumbria University)

Abstract

This chapter explores the dual nature of autonomy and algorithmic control within the gig economy, highlighting both the opportunities and challenges faced by gig workers. The gig economy, characterised by flexible work arrangements and independent contracting, offers workers significant autonomy in choosing tasks, schedules, and work environments. However, this autonomy is often counterbalanced by algorithmic management, which can impose constraints and pressures on workers. The chapter examines the impact of perceived autonomy on job satisfaction, motivation, and well-being, while also addressing the negative aspects such as isolation, job insecurity, and constant availability pressures. Through case studies and real-life examples, the chapter illustrates the varying experiences of gig workers across different platforms, such as Uber, Lyft, Upwork, and Fiverr. It concludes by discussing strategies for balancing autonomy and control, emphasising the importance of transparency, worker inclusion, and support services to enhance the overall well-being of gig workers.

Suggested Citation

  • Pawan Kumar & Sumesh Singh Dadwal & Sanjay Modi & Arsalan Mujahid Ghouri & Hamid Jahankhani, 2025. "Autonomy and Algorithmic Control in the Gig Economy: Balancing Flexibility and Well-Being," Springer Books, in: The Dark Side of Marketing, chapter 0, pages 119-143, Springer.
  • Handle: RePEc:spr:sprchp:978-3-031-94946-3_5
    DOI: 10.1007/978-3-031-94946-3_5
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