How do social networks foster online gamer loyalty? Perspective of weak/strong tie theory

Social networks are known to influence users of online information systems, including online games. However, the mechanism underlying the impact of social networks on online gamer loyalty has remained insufficiently understood. Grounded in weak/strong tie theory, we construct a research model to explore the mechanism. We collect responses from 1,874 online gamers and use structural equation modelling for data analysis and hypothesis testing. We...