The role of users' motivations in generating social capital building and subjective well-being: The case of social network games

Social network games (SNGs) which operate on a small scale and allow players to enjoy gaming with close friends have exploded in popularity on the online social media scene in a very short time. This study explores the motivations that drive players to SNGs. The study investigates whether social capital serves as a moderating factor between these motivations and subjective well-being. Based on survey data (n = 560), the results show that SNG players seek entertainment, fantasy, the challenge of competition, and escapism when playing SNGs. The study finds that although social capital does not moderate the relationships between three motivations to play SNGs entertainment, the challenge of competition, and escapism and subjective well-being, it does moderate the relationship between the fantasy motivation and subjective well-being. Theoretical and practical implications and limitations are discussed. (C) 2014 Elsevier Ltd. All rights reserved.