Dec'23
The IUP Journal of Entrepreneurship Development
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Gig Economy and Entrepreneurship: A Study on Digital Marketing, Seed Financing and Freelancers' Satisfaction
Naveen Kumar R
Assistant Professor, School of Management, Kristu Jayanti College (Autonomous), Bengaluru, Karnataka,
India; and is the corresponding author. E-mail: naveen.austin@gmail.com
Janani M
Assistant Professor, Department of Professional Accounting & Finance, Kristu Jayanti College (Autonomous),
Bengaluru, Karnataka, India. E-mail: jananimylswamy97@gmail.com
A John William
Assistant Professor, School of Management, Kristu Jayanti College (Autonomous), Bengaluru, Karnataka,
India. E-mail: william.aj@kristujayanti.com
Muthu Kumar T
Professor, Xavier Institute of Management & Entrepreneurship, Bengaluru, Karnataka, India.
E-mail: tmkumar13@yahoo.co.in
India's gig economy professionals often transition into successful startups, attracting seed funding for growth. Their success is attributed to their expertise, niche focus, market relevance, local insights, adaptability, innovation, networking, government support, scalable business models, and effective pitching skills. The journey from gig economy worker to startup success in India is marked by a blend of digital marketing acumen, adaptability, and understanding of local market dynamics. This study analyzes data from 232 freelancers who have applied for seed funding to have startups in Tamil Nadu, assessing their expectations and satisfaction levels. The study uses Confirmatory Factor Analysis, AVE, HTMT, and SEM to examine the relationships between digital marketing, seed financing, and freelancers' satisfaction. The study result shows that the freelancers are satisfied with their work as they get work flexibility and timing, and it is also found that when seed financing is made available to these freelancers, they could build their own startup and provide employment opportunity to others.
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