Leveraging brand reputation for job engagement in the digital food delivery context

The rise of alternative work arrangements, driven by technological advancements, has become a significant aspect of the gig economy, particularly in the digital food delivery sector. The appeal of flexible work and instant deliveries offered by food delivery apps represents a key trend within the gig economy, and lay the forefront of gig workers' organizational commitment and job engagement. This study empirically examines the association between digital food delivery and the job engagement of gig workers. Although, for gig workers who seek opportunities on digital platforms, it is essential for them to become partner with a reputable brand mainly to showcase their best selves to potential employers. Hence, the study explores the effect of brand reputation as a moderator on the relationship between gig workers' organizational commitment and job engagement. The survey questionnaire was used to collect data from 354 gig workers in the digital food delivery industry, primarily from metropolitan areas. In this study, a two-step approach was employed to analyze the relationship between the variables. Initially, a theoretical model was developed based on the strategic paradigm found in the literature. Subsequently, structural equation model analysis was performed to identify significant associations between the variables. The results of the study demonstrated a significant positive relationship between digital food delivery and the job engagement of gig workers. Additionally, the moderating effect of brand reputation was observed, with a more substantial impact seen among workers employed by brands with a strong reputation. These findings suggest that digital food delivery platforms and brands should prioritize improving gig workers' job engagement. Finally, the study discussed implications and recommendations for future research.