<![CDATA[This study aims to explore how Human Resource Management (HRM) practices are experienced by marketing employees working under digital Key Performance Indicator (KPI) pressure in digital labor platforms. A qualitative case-based inquiry was employed involving marketing employees operating in digital work environments. Data were collected through in-depth interviews, observations, and document analysis, and were analyzed using thematic analysis. The findings indicate that digital KPI pressure plays a dual role, serving as both a motivator for improved performance and a source of psychological strain. The study also shows that algorithmic management enhances work efficiency while reducing transparency and opportunities for human interaction. These findings contribute to the understanding of how HRM practices are perceived and experienced in digitally managed workplaces and provide insights for organizations seeking to balance performance expectations with employee well-being]]>
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