Gig Worker Social Referrals on an On-Demand Food Delivery Platform

Abstract

Social referral programs are commonly used by online labor platforms to incentivize labor supply by rewarding existing workers for successful referrals. This study investigates the impact of such programs on gig workers' labor supply in online labor platforms using data from an on-demand food delivery platform in Singapore. In particular, we analyze how gig workers' past labor supply and referral behavior influence the generation and value of social referrals. This research offers insights into the mechanisms that drive labor supply dynamics in the gig economy and highlights the effectiveness of social referral programs for shaping worker behavior and enhancing platform performance.