Exploring the Role of Digital Leadership on Side Hustle Thriving and Performance in Pakistan: A Perspective of Human Resource Analytics
1. Qurat-ul-Ain has recently completed her MS in Management Sciences and her dissertation was on slide hustler and work performance in gig economy. Her research interests are in computer in human behavior, and employee performance. Her research has appeared in human behavior and emerging technologies.
2. Faheem Athar Haqqani is a lecturer of Management Sciences at Malik Firoz Khan Noon Business School, University of Sargodha. His research interests are in marketing management, and employee relations.
3. Mr. Muhammad Zeshan is a MS student at Malik Firoz Khan Noon Business School, University of Sargodha. His research interest are in human resource management, and organizational behavior, especially in leadership studies.
Corresponding author: Ibn-e-Rushid Block, Malik Firoz Khan Noon Business School, University of Sargodha, Punjab, Pakistan, 40100.
The study aims to investigate the impact of digital leadership on side hustle performance in Pakistan, specifically focusing on the mediating roles of engagement and self-efficacy of side hustles. Additionally, the moderating role of side hustle motives is examined. The growing trend of side hustles in Pakistan has prompted the need for research into factors that can influence their performance. With digital platforms playing a significant role in side
hustle success, this study focuses on the concept of digital leadership, which refers to the ability of leaders to utilize digital technologies effectively. We collected data from 337 side hustlers in the information technology sector of Pakistan, with data collected using a structured questionnaire. It is anticipated that digital leadership positively affects side hustle performance, with engagement and self-efficacy mediating this relationship. Furthermore, the study expects that side hustle motives moderate the relationship between digital leadership and side hustle performance, influencing the strength of the relationship. Through identifying the factors that contribute to side hustle success, policymakers can design effective strategies to support individuals engaged in side hustles, ultimately leading to economic growth and development in Pakistan.
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