Building common ground and reciprocity through social network games

D. Yvette Wohn, Yu Hao Lee, Jieun Sung, Torger Bjornrud

Research output: Chapter in Book/Report/Conference proceedingConference contribution

37 Scopus citations


Social network games (SNG) are an extremely popular and rapidly growing application of social network sites (SNS). But are SNGs really social? A survey based on a social cognitive theory approach to uses and gratifications revealed that people are motivated to play the game to create common ground, reciprocate, cope, and pass time. People play SNGs to create common ground for future social interaction rather than seeking direct social interaction in the game. Customization was strongly correlated with social motivations; in particular, use of avatar customization was different from use of space customization. Reciprocity was facilitated more by the design of the game than social motives.

Original languageEnglish (US)
Title of host publicationCHI 2010 - The 28th Annual CHI Conference on Human Factors in Computing Systems, Conference Proceedings and Extended Abstracts
Number of pages6
StatePublished - 2010
Externally publishedYes
Event28th Annual CHI Conference on Human Factors in Computing Systems, CHI 2010 - Atlanta, GA, United States
Duration: Apr 10 2010Apr 15 2010

Publication series

NameConference on Human Factors in Computing Systems - Proceedings


Other28th Annual CHI Conference on Human Factors in Computing Systems, CHI 2010
Country/TerritoryUnited States
CityAtlanta, GA

All Science Journal Classification (ASJC) codes

  • Software
  • Human-Computer Interaction
  • Computer Graphics and Computer-Aided Design


  • Asynchronous
  • Avatar customization
  • Common ground
  • Customization
  • Game motivations
  • Gifting
  • Online game
  • Reciprocity
  • Social computing
  • Social network game
  • Social network site
  • Space customization
  • Uses and gratifications
  • Virtual goods

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