Does Algorithmic Control Affect Gig Workers Motivation? A Critical Review from Socially Responsible Business Perspective

Shalini Sharma, Shikha Bhardwaj, Bhumika Gupta and Uthayasankar Sivarajah

Chapter 8 in Socially Responsible Business Models for International Brands, 2026, pp 159-179 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Gig economy is on a steep rise after the onset of the pandemic because employers are more interested in smaller pieces of jobs being taken up by gig workers thereby saving on the investment of full-time resources. Motivation among gig workers has always been debatable and more so with the onset of algorithmic control on their work. The gig economy is often questioned for being socially responsible because of individualised arrangements between employer and employee on the matters of minimum wage, holidays, sick leaves and other benefits. This research is an attempt to analyse the gig workers’ motivation working with algorithmic control at work from the perspective of socially responsible behaviour of organisations. The study is grounded on two motivation theories: self-determination theory (SDT) and social exchange theory (SET). The critical review identifies the gap between gig workers’ expectations and reality that raises many ethical questions for digital platform businesses from a socially responsible behaviour lens. The findings suggest establishing more meaningful HR practices and adopting socially responsible IT-enabled control on gig workers that facilitates motivation and trust in organisations.

Keywords: University Social Responsibility; Happy To Chat; Badges; Community Building; Diversity; Inclusion; University; International Students Disinformation; SCR Brand; Socially Conscious Responsible Brand; Greenwashing; False Advertising Algorithmic Control; Gig-Workers; Socially Responsible; Self-Determination Theory; Social Exchange Theory; Motivation; Responsible Investing; Socially Responsible Investing (SRI); ESG; Business Model; Business Model Innovation; Economic Benefits; Liminal Spaces; CSR; Productivity; Employee Well-Being; Innovation; Corporate Social Responsibility (CSR); ESG Management; Business Ecosystem; Sustainability; Social Capital; Organisational Behaviour (OB); Leadership; Strategic Leadership; Internal Compliance; Employee Behaviours; Management In Practice; Socially Responsible Business; Emerging Markets; Marketing Strategies; Integrated Marketing Communication; Social Impact Measurement; Sustainable Goals; Linear Economy; Circular Economy; Social Compliance; Regulation; Garment; Bangladesh; Global Influence; Cryptocurrency; Blockchain; Bitcoin; Tokens; Socially Responsible Business; Smart Contracts (search for similar items in EconPapers)
JEL-codes: L21 M14 Q0 (search for similar items in EconPapers)
Date: 2026
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