Exploring the mechanisms of social network integration in driving user continuance in social games: a communication visibility perspective

Purpose An increasing number of social media platforms are utilizing social network integration to enhance sustained user participation. However, there is a limited understanding of the mechanisms through which social network integration facilitates user continuance. This study applies communication visibility theory to explicate how social network integration enables visible communication among social media users in game environments, which enhances players’ social stickiness and commitment. Furthermore, we utilize social comparison theory to illuminate the effects of social comparison, spurred by relationships with acquaintances, on individuals’ continuance participation. Design/methodology/approach Our research model is substantiated through a longitudinal field study that gathered subjective and objective data from a social game. After two rounds of data collection, we obtained 231 responses to examine the research model. Findings Our results elaborate how communication visibility enhances players’ socialization with social media friendships, which further enhances their continuance participation in social games. We identify that social comparison exerts both a direct and moderating influence on players’ continuance participation. Practical implications Integrating social media friendships into social games enhances player retention by fostering social presence, engagement and comparison. Game operators should optimize interfaces, implement notifications and host interactive events. These strategies also apply to e-commerce and knowledge-sharing platforms, improving user participation and community interactions. Originality/value This study enriches the existing literature by clarifying how social network integration influences players’ sustained use within social games. It also provides practical insights into leveraging social network integration to enhance user retention across various social media platforms.