Abstract
ABSTRACT Digital Platforms consist of algorithms and rules that shape consumer behaviour. When faced with these embodiments of the platform’s interests, how do consumers protect their own interests? Through multi-method, qualitative fieldwork focused on commuters using ride-hailing platforms in Metro Manila, this paper shows that consumers develop strategies to achieve better terms for themselves. This paper contributes to the literature on algorithmic control and user agency in two ways. First, it proposes a fine-grained typology of consumer strategies used in algorithmic digital platforms, consisting of 5 major types and 18 sub-types. Second, the typology sheds light on the distinct characteristics of consumer strategies and their implications. Future studies into user strategies, algorithmic systems, and digital platforms will benefit from the typology and implications laid out here.
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