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My guild, my people: role of guilds in massively multiplayer online games

Published: 03 December 2007 Publication History

Abstract

Massively Multiplayer Online Games continue to grow and attract more users. The social aspect of MMOs differentiates them from single person games, increase user loyalty and often result in users spending increasing amounts of time in these virtual environments. We examine World of Warcraft guilds and identify three components of group identity: affective, behavioral and cognitive components. We present the results of our online survey indicating that the affective component, users liking each other and enjoying their interaction with each other is the strongest component of group identity. The result is significant in understanding user behavior and loyalty in MMOs.

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          Published In

          cover image ACM Conferences
          IE '07: Proceedings of the 4th Australasian conference on Interactive entertainment
          December 2007
          174 pages
          ISBN:9781921166877

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          RMIT University

          Melbourne, Australia

          Publication History

          Published: 03 December 2007

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          Author Tags

          1. MMOs
          2. digital identity
          3. games
          4. group identity
          5. virtual environments

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          • Research-article

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          IE07: Australian Conference on Interactive Entertainment
          December 3 - 5, 2007
          Melbourne, Australia

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          Overall Acceptance Rate 64 of 148 submissions, 43%

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          • (2021)A Gameful Organizational Assimilation ProcessProceedings of the ACM on Human-Computer Interaction10.1145/34341724:CSCW3(1-25)Online publication date: 5-Jan-2021
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          • (2019)Social Play in an ExergameProceedings of the 2019 CHI Conference on Human Factors in Computing Systems10.1145/3290605.3300660(1-13)Online publication date: 2-May-2019
          • (2019)WhatFuturesProceedings of the 2019 CHI Conference on Human Factors in Computing Systems10.1145/3290605.3300389(1-14)Online publication date: 2-May-2019
          • (2018)The partial truths of compensatory and poor-get-poorer internet use theoriesComputers in Human Behavior10.1016/j.chb.2017.09.02078:C(10-25)Online publication date: 1-Jan-2018
          • (2014)Playing with strangersProceedings of the first ACM SIGCHI annual symposium on Computer-human interaction in play10.1145/2658537.2658538(161-169)Online publication date: 19-Oct-2014
          • (2013)Loyalty or Profit? Early Evolutionary Dynamics of Online Game GroupsProceedings of Annual Workshop on Network and Systems Support for Games10.5555/2664633.2664636(1-6)Online publication date: 9-Dec-2013
          • (2010)Antecedents of Online Game DependencyJournal of Database Management10.5555/2448022.244802621:2(69-99)Online publication date: 1-Apr-2010
          • (2010)A fuzzy-AHP-based technique for the decision of design feature selection in Massively Multiplayer Online Role-Playing Game developmentExpert Systems with Applications: An International Journal10.1016/j.eswa.2010.06.05937:12(8685-8693)Online publication date: 1-Dec-2010

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