Paper Details

Name: Diya Mahajan
Country: India

Year: 2025
Volume: Volume-12, Issue-2, Year-2025(Special Issue)
Page Number: 68-78
DOI: https://doi.org/10.5281/zenodo.17875083

The emergence of the gig economy has changed labour participation, especially the ones
operated on the digital platform whose main communication and marketing channel is the
social media. This study discusses the most important variables affecting the use of social
media among gig workers in Amritsar and its environs as it applies to people who work in
Indian startups that include Swiggy, Zomato, Ola, and Uber. A quantitative exploratory
research design was adopted and 200 active gig workers were interviewed by use of a
structured questionnaire. Based on the Exploratory Factor Analysis (EFA), five dimensions of
engagement were found, namely Content Relevance and Personalization, Community
Building and Peer Support, Trust and Platform Credibility, Rewards and Incentives, and Two
Way Communication and Feedback. All these factors accounted 83 percent of the total
variance and the values of Cronbach alpha were higher than 0.78, which is high reliability.
The results show that gig workers are the most sensitive to personalized, open, and
community-based social media content, and reward-based and interactive communication
helps increase engagement. The study would add to the body of rapidly increasing literature
on digital marketing in the gig economy because it would present an empirically tested
framework, oriented toward the Indian context. It is also a sensible guide to platform makers
and marketers as to how to create effective, trust based and participative social media
strategies in order to ensure long term worker engagement.
Keywords: gig economy, Digital Marketing, Peer Support