Communication in the Gig Economy: Buying and Selling in Online Freelance Marketplaces

Ludwig, S., Herhausen, D., Grewal, D., Bove, L., Benoit, S., de Ruyter, K. and Urwin, P. 2022. Communication in the Gig Economy: Buying and Selling in Online Freelance Marketplaces. Journal of Marketing. 86 (4), pp. 141-161. https://doi.org/10.1177/00222429211030841

TitleCommunication in the Gig Economy: Buying and Selling in Online Freelance Marketplaces
TypeJournal article
AuthorsLudwig, S., Herhausen, D., Grewal, D., Bove, L., Benoit, S., de Ruyter, K. and Urwin, P.
Abstract

The proliferating gig economy relies on online freelance marketplaces, which support relatively anonymous interactions by text-based messages. Informational asymmetries thus arise that can lead to exchange uncertainties between buyers and freelancers. Conventional marketing thought recommends reducing such uncertainty. However, uncertainty reduction and uncertainty management theories indicate that buyers and freelancers might benefit more from balancing, rather than reducing, uncertainty, such as by strategically adhering to or deviating from common principles. With dyadic analyses of calls for bids and bids from a leading online freelance marketplace, this study reveals that buyers attract more bids from freelancers when they provide moderate degrees of task information and concreteness, avoid sharing personal information, and limit the affective intensity of their communication. Freelancers’ bid success and price premiums increase when they mimic the degree of task information and affective intensity exhibited by buyers. However, mimicking a lack of personal information and concreteness reduces freelancers’ success, so freelancers should always be more concrete and offer more personal information than buyers do. These contingent perspectives offer insights into buyer–seller communication in two-sided online marketplaces; they clarify that despite, or sometimes due to, communication uncertainty, both sides can achieve success in the online gig economy.

Keywordsonline freelance marketplaces
gig economy
multi-sided platforms
business-to-business exchange
uncertainty management
text analysis
JournalJournal of Marketing
Journal citation86 (4), pp. 141-161
ISSN0022-2429
1547-7185
Year2022
PublisherSage
Accepted author manuscript
File Access Level
Open (open metadata and files)
Digital Object Identifier (DOI)https://doi.org/10.1177/00222429211030841
Web address (URL)https://journals.sagepub.com/doi/10.1177/00222429211030841
Publication dates
Published online22 Jun 2021
Published01 Jul 2022

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