THE INFLUENCE OF GIG ECONOMY DYNAMICS ON THE BUSINESS PERFORMANCE OF WOMEN ENTREPRENEURS: AN EMPIRICAL ANALYSIS

Abstract

As a result of developments in digital information technology, shifts in industrial structure, and the expansion of internet and mobile information services, the share of economies dependent on part-time and freelance labor has been growing in recent years. A new economic model known as the "gig economy" has emerged, drastically altering the way companies throughout the world do business. By removing the barriers associated with traditional full-time employment, this economic model has opened up new opportunities for entrepreneurs to tap into a more diverse and dynamic workforce. The possibilities and challenges that women entrepreneurs face in the gig economy are particularly noteworthy, because they have the potential to greatly affect the way their businesses operate and the rate of development they achieve. The study explores the unique challenges and opportunities that women entrepreneurs encounter in this rapidly evolving economic environment. By examining both the opportunities and obstacles they encounter, the research seeks to provide a growing body of knowledge on gender and entrepreneurship in modern economic environments by offering practical insights and suggestions for female entrepreneurs to succeed in the gig economy.

Keyword : Gig economy, Gig workers, Women entrepreneurship, Challenges,