Navigating the gig economy in Romania: unveiling perceptions of working on on-demand platforms

Purpose This paper aims to explore the realm of gig work and the gig economy in Romania in an attempt to shed light on the mechanisms of this type of work and the reasons and benefits of engaging in gig-related activities.Considering the low conceptual consensus on gig work, the authors aim to explore how participants in this study define and refer to gig work, thus helping to contribute to the current conceptualization and characterizations of gig work and the gig economy. Among the wide range of services encountered within the gig economy, this research focuses on three categories of tasks, as defined within COLLEEM 2018 questionnaire (see Pesole et al., 2018), namely, online creative and multimedia work, online sales and marketing support and online software development and technology work. Design/methodology/approach Based on semistructured interviews with people working in the gig economy in Romania, the authors look to understand the meaning given to gig work and its features. The authors tackle how participants in this study perceive themselves and their work. The authors also look into perceived similarities and differences with other types of independent work. Findings In this paper, findings are organized into two main sections. The first section showcases perceptions about working in the gig economy, including how people involved with this type of work are describing them and their activity and exploring financial insecurities in connection with the independent/gig work. The second section highlights the mechanisms of gig work on digital labor platforms, developing means and ways of reputation-building and their impact on financial earnings. Originality/value This research aims to contribute to a better understanding of the environment and needs of gig workers. Although gig economy and online work are widely covered by field literature, knowledge about the experiences and perceptions of gig workers in emerging markets has more to gain by exploring European Union developing markets.