Freelancers’ Self-Branding: Is a More Analytical Profile Always Better?

IF 2.7 2区社会学 Q2 COMPUTER SCIENCE, INTERDISCIPLINARY APPLICATIONS

Social Science Computer Review Pub Date : 2025-07-19 DOI:10.1177/08944393251362246

Xiaoti Yue, Hong Hong

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引用次数: 0

Abstract

Establishing a successful brand on online labor platforms is crucial for freelancers. It helps them attract clients and secure a steady stream of income. Freelancers can maintain their self-branding by adjusting the self-introduction text on their profiles. However, the style of self-branding that contributes to career advancement remains unclear. In this study, we examine the impact of analytical writing on building successful self-branding success. We use LIWC to analyze 7860 profile overviews from 1965 Upwork freelancers collected over four consecutive months. The empirical results show that a highly analytical writing style in these profiles has a negative effect on freelance earnings. Furthermore, we explore the heterogeneity of this effect. We find that higher education and more extensive experience of freelancers mitigate this negative impact, while higher job success scores and top freelancer badges amplify it. Our findings provide guidance for various stakeholders in the online labor market, including freelancers and platform owners, and contribute to the literature on the freelance labor market.

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自由职业者的自我品牌：分析性越强越好吗？

在在线劳务平台上建立一个成功的品牌对自由职业者来说至关重要。这有助于他们吸引客户，并确保稳定的收入来源。自由职业者可以通过调整个人资料上的自我介绍文本来维护自己的品牌形象。然而，自我品牌的风格是否有助于职业发展还不清楚。在这项研究中，我们研究了分析性写作对建立成功的自我品牌成功的影响。我们使用LIWC分析了7860个连续四个月收集的1965年Upwork自由职业者的个人资料概述。实证结果表明，高度分析的写作风格对自由职业者的收入有负面影响。此外，我们探讨了这种影响的异质性。我们发现，高等教育和更丰富的自由职业者经验减轻了这种负面影响，而更高的工作成功分数和顶级自由职业者徽章则放大了这种负面影响。我们的研究结果为在线劳动力市场的各种利益相关者提供了指导，包括自由职业者和平台所有者，并对自由劳动力市场的文献做出了贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Social Science Computer Review 社会科学-计算机：跨学科应用

CiteScore

9.00

自引率

4.90%

发文量

审稿时长

>12 weeks

期刊介绍： Unique Scope Social Science Computer Review is an interdisciplinary journal covering social science instructional and research applications of computing, as well as societal impacts of informational technology. Topics included: artificial intelligence, business, computational social science theory, computer-assisted survey research, computer-based qualitative analysis, computer simulation, economic modeling, electronic modeling, electronic publishing, geographic information systems, instrumentation and research tools, public administration, social impacts of computing and telecommunications, software evaluation, world-wide web resources for social scientists. Interdisciplinary Nature Because the Uses and impacts of computing are interdisciplinary, so is Social Science Computer Review. The journal is of direct relevance to scholars and scientists in a wide variety of disciplines. In its pages you''ll find work in the following areas: sociology, anthropology, political science, economics, psychology, computer literacy, computer applications, and methodology.