Women marketers: an examination of gender disparities in the gig economy

Previous research indicates a gender income gap among marketers. To the best of our knowledge, no research has been conducted to address that wage discrepancy in marketing in the gig economy. Therefore, this study examines whether women marketers face pay discrimination. Utilising data collected from an online hiring platform, the authors use propensity score matching to address possible endogeneity related to differences between men and women marketers. We create three propensity score-matched samples of varying strictness to run the regression model. We find that gender wage discrimination exists in the gig economy among marketers. These results indicate that even in the gig economy, where marketers are theoretically competing on a level playing field, gender wage discrimination still occurs, potentially having ongoing implications.