Leveraging metaverse knowledge in the gig economy: a social cognitive perspective on freelancer engagement and performance

Purpose This study explores the impact of metaverse knowledge on freelancer engagement and performance within the gig economy, drawing upon the theoretical framework of social cognitive theory. The authors investigate the mediating role of freelancer engagement in the relationship between metaverse knowledge and performance, further examining the moderating influence of freelancer experience on these relationships. Design/methodology/approach Using a convenient sampling technique, data was collected through questionnaire from 301 freelancers working on various virtual platforms in Pakistan using a five-point Likert scale. Smart PLS 4.0 was used to analyze the data. Findings The findings reveal positive direct effect of metaverse knowledge on both freelancer engagement and performance. In addition, freelancer engagement significantly mediates the relationship between metaverse knowledge and performance. Furthermore, the findings affirm that the freelancers experience serves as a moderating factor in the relationship between metaverse knowledge, engagement and performance by indicating positive impact. Originality/value This study contributes a novel perspective to the gig economy literature by elucidating the underlying mechanisms through which metaverse knowledge drives freelancer performance via engagement. By examining the unique role of the metaverse in the gig context, the study offers valuable theoretical and practical implications for both scholars and practitioners seeking to understand and enhance freelancer engagement and performance in this evolving digital landscape.