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Under which conditions does reputation transfer create or destroy value for workers on online labour platforms?

Rotthues, M. (2020) Under which conditions does reputation transfer create or destroy value for workers on online labour platforms?

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Abstract:Building and maintaining an online reputation is increasing in importance to the extent that it is becoming an integral part of daily life and a good reputation in the digital world might become more important than money, in that reputation is the single most valuable resource on online labour platforms in the gig economy. However, the effectiveness of reputation transfer for workers on online labour platforms has still not been clearly researched yet. The purpose of this exploratory study is therefore to enlighten and identify the not yet researched conditions under which reputation transfer creates or destroys value for workers on online labour platforms. In order to conduct this exploratory study qualitative data collection in the form of interviews followed by thematic analysis have been chosen to provide an answer to the research question. Resulting from the data analysis the following four categories of conditions under which reputation transfer creates or destroys value for the worker on online labour platforms have been identified: worker characteristics, characteristics of the reputational data from the source platform, characteristics of the transaction on the target platform and characteristics of the target platform. Concludingly, this research provided an answer to the research question by stating that reputation transfer creates or destroys value for the worker on online labour platforms under the three categories of conditions: characteristics of the reputational data from the source platform, characteristics of the transaction on the target platform and characteristics of the target platform and is further maximized or minimized by the conditions of the category worker characteristics. On top of that, several important implications have been offered for the research field of reputation and reputation transfer and recent findings from various researches have been enforced and/or further developed.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/82215
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