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dc.contributor.authorBlyth, Dorothy
dc.contributor.authorJarrahi, Mohammad Hossein
dc.contributor.authorLutz, Christoph
dc.contributor.authorNewlands, Gemma Elisabeth Marjorie
dc.date.accessioned2022-08-04T12:42:45Z
dc.date.available2022-08-04T12:42:45Z
dc.date.created2022-05-28T19:28:24Z
dc.date.issued2022
dc.identifier.citationNew Media & Society. Online First July 15, 2022en_US
dc.identifier.issn1461-4448
dc.identifier.urihttps://hdl.handle.net/11250/3010176
dc.description.abstractSelf-branding is crucial for online freelancers as they must constantly differentiate themselves from competitors on online labor platforms to ensure a viable stream of income. By analyzing 39 interviews with freelancers and clients on the online labor platform Upwork, we identify five key self-branding strategies: boosting a profile, showcasing skills, expanding presence, maintaining relationships with clients, and individualizing brand. These self-branding strategies are contextualized within Goffman's dramaturgical theory and through an affordances lens, showing immanent tensions. While online freelancers successfully leverage self-branding to improve their visibility on Upwork and beyond, the client perspective reveals a fine line between too little and too much self-branding. Online freelancers must brand themselves in visibility games when the game rules are largely opaque, riddled with uncertainty, and constantly evolving. We connect the findings to adjacent platform economy research and derive a self-branding as a performance framework.en_US
dc.description.abstractSelf-Branding Strategies of Online Freelancers on Upworken_US
dc.language.isoengen_US
dc.publisherSageen_US
dc.relation.urihttps://journals.sagepub.com/doi/full/10.1177/14614448221108960
dc.rightsNavngivelse 4.0 Internasjonal*
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/deed.no*
dc.subjectGig economyen_US
dc.subjectimpression managementen_US
dc.subjectonline freelancingen_US
dc.subjectonline labor platformsen_US
dc.subjectself-brandingen_US
dc.subjectUpworken_US
dc.titleSelf-Branding Strategies of Online Freelancers on Upworken_US
dc.title.alternativeSelf-Branding Strategies of Online Freelancers on Upworken_US
dc.typePeer revieweden_US
dc.typeJournal articleen_US
dc.description.versionpublishedVersionen_US
dc.rights.holderThe Authorsen_US
dc.source.pagenumber26en_US
dc.source.journalNew Media & Societyen_US
dc.identifier.doi10.1177/14614448221108960
dc.identifier.cristin2027902
dc.relation.projectNorges forskningsråd: 275347en_US
cristin.ispublishedtrue
cristin.fulltextoriginal
cristin.qualitycode2


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Navngivelse 4.0 Internasjonal
Except where otherwise noted, this item's license is described as Navngivelse 4.0 Internasjonal