How connectivity in online social interactions influence the loyalty and WOM toward games? The role of need to belong

Abstract

Purpose This paper aims to analyze the role of social interactions in free-to-play online games, specifically examining how connectivity influences player loyalty and word-of-mouth (WOM) regarding micro-transaction behaviors. A key purpose is to investigate the moderating effect of the Need to Belong, hypothesizing that it amplifies the positive impact of connectivity on these crucial player outcomes. The study seeks to deepen the understanding of social dynamics driving player behavior in online gaming communities. Design/methodology/approach The authors conducted quantitative, descriptive research with a non-probabilistic sample of 235 free-to-play online mobile game players. Participants were recruited via email and WhatsApp and signed consent forms. The survey included sociodemographic questions, gaming habits and measures of connectivity (Hsiao and Chen, 2016), Need to Belong (Leary et al., 2013), loyalty (Yang and Peterson, 2004) and WOM (Hegner et al., 2017). Scales were adapted for Brazilian respondents using double-back translation (Douglas and Graig, 2007). After a pilot test with 12 Business Administration students, data were collected and analyzed using descriptive and inferential statistics, EFA, CFA and regression models (Anderson and Gerbing, 1988). Findings This study expands social capital theory by integrating the belongingness hypothesis to explore the synergistic effects of connectivity and the need to belong in online gaming. The results confirm that connectivity significantly and positively influences both player loyalty and word-of-mouth. Crucially, the Need to Belong was found to significantly amplify these relationships, demonstrating its vital moderating role as players seek validation and emotional connections within gaming communities. These findings highlight the critical role of social and emotional dynamics in virtual environments, offering a deeper understanding of how social interactions drive player behavior and the repurchase of virtual goods. Research limitations/implications This study focuses on free-to-play games, limiting generalizability to other monetization models such as subscription-based games. Future research should examine whether similar social interaction mechanisms apply in these contexts. The data primarily captures short-term behaviors; longitudinal studies are needed to explore how social interactions evolve and impact long-term player retention. Individual differences, such as personality, culture and gaming experience, should also be investigated as potential moderators of connectivity effects. Finally, reliance on self-reported data may introduce bias; incorporating objective in-game data and exploring emerging technologies such as virtual reality and augmented reality can enhance the understanding of social connectivity in gaming. Practical implications Game developers should implement strategies that enhance connectivity and a sense of belonging among players to boost loyalty and word-of-mouth (WOM). Tools such as in-game chat, emojis and community-building events foster emotional bonds and mutual support, creating a stronger player experience. Encouraging players to form groups, share achievements and invite friends enhances community identity and engagement. Additionally, integrating reward systems for social interactions can further incentivize collaboration and retention. These practices not only improve player satisfaction but also increase monetization opportunities through higher virtual goods sales and positive WOM, ensuring sustainable growth in the competitive free-to-play game market. Social implications This study highlights the role of social connectivity and the need to belong in fostering meaningful interactions within online gaming communities. By demonstrating how these factors drive loyalty and word-of-mouth (WOM), the findings suggest that virtual environments can strengthen social bonds and emotional well-being among players. While strong social connections can enhance a sense of belonging and positive outcomes, they also implicitly raise concerns about excessive dependence on virtual interactions and digital well-being. Policymakers and mental health professionals can use these findings to develop guidelines and educational campaigns that promote healthy gaming habits and balanced digital engagement within online communities. Originality/value This paper offers original value by uniquely exploring the amplifying moderating role of the Need to Belong in the relationship between connectivity and player outcomes in free-to-play online games. It integrates social capital theory with the Need to Belong Theory in a novel context, providing a more nuanced understanding of how fundamental psychological needs drive player behavior in virtual environments. This contributes significantly to both the social science and online gaming contexts.