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An application of the ASOA framework in gig worker social media usage

  • Sayeedul Islamc(Author)
    ,
  • Gordon B. Schmidtb(Author)
    ,
  • Alexander Lewise(Author)
    ,
  • Jestine Philipd(Author)
    ,
  • Stephanie Van Dellena(Author)
  • aManagement
    ,
  • bUniversity of Louisiana at Monroe
    ,
  • cFarmingdale State College
    ,
  • dUniversity of New Haven
    ,
  • eUniversity of Central Florida
Research Output: Contribution to journal Article Peer-review

Open access

Abstract

The Attraction-Selection-Attrition (ASA) model, a major current model for organizational culture, has not been examined empirically for fit against the currently flourishing gig economy, an organizational style used by growing companies such as Uber and Lyft, which rely on app technology to pair consumers with organizational contractors to provide a service. Recent theoretical research suggests that an additional stage, organizing, is present within the ASA model for gig economy workers, thereby resulting in the AS(O)A model. Organizing is where contractors attempt to organize amongst themselves to improve working conditions to be able to stay in gig work rather than have attrition occur. A gap exists in the literature in examining empirically the nature of this step and how it plays out in gig work. In the present study, qualitative data were collected from six major online social media sites including Reddit, Facebook, Twitter, Instagram, LinkedIn, and Tiktok to examine how gig workers discuss their work. A criterion sample of128 posts were collected, of which 60 were relevant to the AS(O)A model. The data were coded for themes. The data suggests support for the organizing step in the ASA model for gig work as being meaningful in how gig workers discuss their work, especially through Instagram and Twitter. Results and implications for developing the ASA model into the AS(O)A model suggest that organizations need to understand that gig workers are organizing with each other and that such actions may lead to worker collective action or attrition from a particular gig site.

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