ABSTRACT
This chapter discusses the gig economy, the online labour platforms and the role of consumers in identifying the value/talent of gig workers. It provides a discussion of why customer reviews play an essential role in talent identification in the gig economy and on online labour platforms. Technology plays an important role in the operation of online labour platforms and, thus, in the rise of the gig economy. Research shows that consumers do not always leave an online review. The framework presented draws on multilevel theory. Multilevel theory departs from the notion that social systems of individuals, groups, and institutions are nested arrangements. A vital antecedent to online appraisal is the level of (perceived) performance or service quality provided by a gig worker. The primary goal of online appraisal by consumers is to assess the performance of gig workers. A variety of consumer attributes may explain the likelihood of online appraisal by consumers on online labour platforms.
