EXAMINING THE PSYCHOLOGICAL AND ETHICAL IMPACTS OF ALGORITHMIC MANAGEMENT ACROSS CULTURAL CONTEXTS IN PLATFORM LABOUR

The expansion of the gig economy has introduced algorithmic management systems that fundamentally reshape work processes and worker experiences, raising critical concerns about worker autonomy, fairness, and psychological wellbeing. This study investigates the psychological and ethical implications of algorithmic surveillance on gig workers' wellbeing across four countries using a cross-sectional survey of 1,204 respondents. Drawing on theories of techno-stress and algorithmic control, the analysis employs multilevel modeling, mediation, and moderation techniques to explore the direct, indirect, and context-dependent effects of surveillance. The results reveal a strong negative association between surveillance intensity and psychological wellbeing ( -4.213), partially mediated by perceptions of unfair algorithmic decision-making (indirect effect = 2.548). Furthermore, cultural dimensions significantly moderate this relationship: high power distance amplifies the negative effects of surveillance, while individualism mitigates them. These findings indicate that algorithmic surveillance systems may exacerbate psychological distress among platform workers, especially in hierarchical or collectivist cultures. The study recommends that platform operators adopt fairness-by-design and culturally sensitive algorithmic management practices. Policymakers are urged to develop enforceable standards for algorithmic transparency and worker participation in digital governance frameworks.