Gig crafting: conceptualization, scale development, and cross-country validation through a multi-study approach

Abstract

Purpose – This study introduces the concept of gig crafting and develops and validates its scale. Gig crafting refers to proactive, self-directed strategies through which gig workers shape and optimize their work, including diversifying across platforms, adjusting working hours and pursuing income-enhancing opportunities under algorithmic management. The study also examines the nomological and predictive validity of the scale. Design/methodology/approach – A six-stage, multi-study, cross-country process was conducted. Expert review and item generation (Study 1) were followed by exploratory factor analysis (Study 2, Turkish sample, n = 141) and confirmatory factor analysis with convergent and discriminant validity assessment (Study 3, a time-lagged sample from Pakistan, n = 188). The scale invariance across the four countries was tested and validated. Finally, a time-lagged sample from Australia and China (n = 319) was used to test cross-cultural measurement invariance and to examine nomological and predictive validity (Study 4). Findings – The findings demonstrated that the gig crafting scale exhibited robust psychometric properties across four countries. The results also provided evidence of its nomological and predictive validity, showing that it is predicted by algorithmic management and positively associated with technostress and playful work design. Moreover, the scale was indirectly linked to the intention to continue working in gig economy settings through the serial mediation of technostress and playful work design. Originality/value – This is the first study to conceptualize and measure gig crafting, providing a tool to examine how gig workers proactively adapt to algorithmically mediated work. The validated scale enables researchers and practitioners to assess proactive strategies in the gig economy, understand their outcomes and inform the design of supportive platform practices across diverse cultural contexts.