Interaction networks and patterns of guild community in massively multiplayer online games

In this study, we adopted the social network analysis (SNA) approach and applied it to massively multiplayer online games studies. Virtual participant observation was carried out through which we identified seven types of interaction (grouped into task and social orientated interaction categories) using thematic analysis and recorded "who-talk-to-whom'' relationships for each of these seven interaction types. The first part of the study was conducted to explore descriptively the patterns of user interaction. It was followed by a detailed study to look into these issues using SNA statistical techniques known as P* modeling. We found that task interactions were more unequal and expansive while social interactions were more densely knitted, resulting in horizontal and cohesive group formation. The studies also demonstrated the benefits of combining SNA and qualitative methods.