Gonzales, Minard Jr
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Journal : Community Development Journal

Boundaryless Careers and Ethical Implications: A Review and Critical Analysis of the Gig Economy Gonzales, Minard Jr; Campos, Karl P.
Community Development Journal Vol 8 No 3 (2024): Community Development Journal
Publisher : Universitas Nahdlatul Ulama Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33086/cdj.v8i3.6565

Abstract

Abstract The gig economy's emergence and growth are relatively recent in the Philippines. Nevertheless, it has brought a new type of labor market, boundaryless careers, with numerous advantages or benefits and ethical quandaries or dilemmas for gig workers. This paper seeks to respond to emerging ethical issues by analyzing gig work based on algorithmic control, vulnerable employment terms, and the absence of special rights for gig workers. Incorporating an evaluative research methodology, secondary data in the form of journal articles, industry reports, and publications were gathered and examined about these ethical issues and recommendations being made. The participants' accounts show that Filipino gig workers experience precarity arising from employment categorization, lack of access to social protection, and severe financial precarity deepened by algorithmic management. However, it should be noted that gig work as an arrangement is often decentralized and fluid, and the workers can still rarely escape instability and low-income or income volatility. The study suggests implementing and enacting new legislative measures based on EU recommendations and suggestions to safeguard gig economy workers and establish ethical standards or guidelines for employment agreements in the Philippines. The primary proposals include legalizing labor relations in the context of gig work, developing technological and digital skills, and raising appropriate compensation. With these findings, the current study emphasizes and highlights the importance of legislative change for gig workers' rights and the equitable and fair nature of labor relationships in the growing gig economy. Keywords: Gig economy, boundaryless careers, ethical issues, labor rights, Philippine labor market. Abstrak Das Aufkommen und das Wachstum der Gig-Economy sind auf den Philippinen relativ neu. Nichtsdestotrotz hat sie eine neue Art von Arbeitsmarkt hervorgebracht, nämlich grenzenlose Karrieren, mit zahlreichen Vorteilen und ethischen Fragen oder Dilemmas für Gig-Arbeiter. In diesem Beitrag wird versucht, auf die aufkommenden ethischen Fragen zu reagieren, indem Gig Work auf der Grundlage von algorithmischer Kontrolle, ungeschützten Beschäftigungsbedingungen und dem Fehlen von Sonderrechten für Gig Worker analysiert wird. Mithilfe einer evaluativen Forschungsmethodik wurden Sekundärdaten in Form von Zeitschriftenartikeln, Branchenberichten und Veröffentlichungen gesammelt und auf diese ethischen Fragen und Empfehlungen hin untersucht. Aus den Berichten der Teilnehmer geht hervor, dass philippinische Gigworker aufgrund der Einstufung der Beschäftigung, des fehlenden Zugangs zu sozialem Schutz und der großen finanziellen Unsicherheit, die durch das algorithmische Management noch verschärft wird, unter Prekarität leiden. Es ist jedoch anzumerken, dass die Gig-Arbeit als Arrangement oft dezentralisiert und fließend ist, und die Arbeitnehmer können dennoch selten der Instabilität und den Schwankungen der niedrigen Einkommen oder der Einkommen entkommen. Die Studie schlägt die Umsetzung und Verabschiedung neuer gesetzlicher Maßnahmen auf der Grundlage von EU-Empfehlungen und -Vorschlägen vor, um Gig-Economy-Beschäftigte zu schützen und ethische Standards oder Richtlinien für Arbeitsverträge auf den Philippinen festzulegen. Zu den wichtigsten Vorschlägen gehören die Legalisierung von Arbeitsbeziehungen im Kontext von Gig-Work, die Entwicklung technologischer und digitaler Fähigkeiten und die Erhöhung einer angemessenen Vergütung. Mit diesen Ergebnissen unterstreicht die aktuelle Studie die Bedeutung gesetzlicher Änderungen für die Rechte von Gig-Arbeitern und die gerechte und faire Gestaltung von Arbeitsverhältnissen in der wachsenden Gig-Economy. Stichworte: Gig-Economy, grenzenlose Karrieren, ethische Fragen, Arbeitsrechte, philippinischer Arbeitsmarkt.
Clicks or Connections? Examining How Content Marketing and Customer Experience Fuel Repurchase Behavior Among Filipino Consumers Gonzales, Minard Jr; Martinez, Junna; Limos, Shaniah
Community Development Journal Vol 9 No 3 (2025): Community Development Journal
Publisher : Universitas Nahdlatul Ulama Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33086/cdj.v9i3.8377

Abstract

Abstract This community service project addresses the significant challenges faced by digital Small and Medium Enterprise (SME) owners in Davao City, Philippines, primarily digitally literate female entrepreneurs (25–45) using platforms like Shopee and Instagram. The background problem is recurrent erratic turnover and low customer retention, rooted in a crucial empirical knowledge gap that leads to the misallocation of limited marketing budgets. Owners frequently perceive effective digital marketing as prohibitively expensive, resulting in disproportionate and expensive over-investment in reactive Content Marketing (CM) efforts (e.g., boosted posts and micro-influencers) while neglecting the development of essential Customer Experience (CE) infrastructure (e.g., efficient logistics, responsive post-purchase follow-up). The project's core objective was to empirically validate and disseminate actionable, data-driven insights proving the relative impact of CE versus CM on customer loyalty, specifically focusing on increasing Repurchase Intention (RI). The method involved a phased, structured four-week virtual intervention, which included (1) research dissemination, (2) skill-building workshops on CE touchpoint optimization and value-driven CM, (3) provision of practical tool kits like the Post-Purchase Communication Script, and (4) guided mentoring and progress monitoring for implementation. The central result unequivocally confirmed that Customer Experience (CE) is the superior predictor of Repurchase Intention ($\beta_{CE} = 0.58$), significantly outweighing the impact of the current reactive Content Marketing efforts ($\beta_{CM} = 0.21$). The intervention successfully drove measurable behavioral shifts, particularly an increased focus on CE audit and optimization metrics, leading to a documented 12% improvement in the average 30-day Repurchase Rate among participating businesses. This project concludes that sustainable and scalable growth for resource-constrained digital SMEs is best achieved by strategically investing in low-cost, high-return service infrastructure over expensive, reactive advertising.Keywords: Customer Experience; Repurchase Intention; Content Marketing; Digital SMEs; Budget Allocation