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Every side job starts with an idea: Exploring motivations for the ‘side hustle’

Almost 1 million Australians have lost their jobs and countless micro and small businesses have folded as a consequence of the COVID-19 pandemic. At the same time the pandemic has propelled innovation and new venture creation and given rise the ‘side hustle’, taking on an extra job for money. Side-hustles, supplemental income-generating work performed alongside full-time jobs, are increasingly common (Sessions, Nahrgang, Vaulont, Williams & Bartels, 2021).Technology has in part empowered and enabled people to market their skills and products …

Study level
PhD, Master of Philosophy
Faculty of Business and Law
School of Advertising, Marketing and Public Relations

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