Sustainable Business and Society in Emerging Economies (Dec 2023)
Influence of Online Gaming on Behavior of Gamers in Pakistan
Abstract
This study reveals that online video games have emerged as a novel platform for social interaction, wherein numerous gaming options facilitate player’s competition and collective interaction within the virtual realm. Gamers have increasingly begun to form distinct virtual social communities due to the inherent capacity of these games to facilitate social networking in a multiplayer online setting. This phenomenon has given rise to a unique social dynamic among video game enthusiasts. The present study delves into an exploration of the social gaming behaviour exhibited by participants engaged in multiplayer online games. Additionally, it seeks to establish a correlation between virtual and real-world behaviours by examining the relationship between destructive and constructive social behaviours and the dominance and affiliation dimensions of social interaction. Purpose: Online gaming has become a unique phenomenon among the young players with a significant influence on them. The basic objective of this study was to determine the social interaction caused by online gaming among young game players. This study conducted in Pakistani perspective has achieved the objections set to analyze the influence of online gaming and increased level of social interaction. Design/Methodology/Approach: To conduct this investigation, an online survey was administered to individuals who regularly engage in multiplayer gaming activities and dedicate a substantial portion of their daily time to gaming. The study sample consisted of 200 gamers spanning an age range of 16 to 30 years. Findings: The results of this inquiry shed light on the prevalence of pro-social behaviour and anti-social behaviour, characterized by constructive and destructive actions among gamers, respectively. Furthermore, the study reveals that destructive behaviour negatively predicts affiliation, while constructive behaviour has a positive predictive influence on affiliation. Moreover, certain demographic variables, such as age and gender, exert a significant impact on the prediction of dominance within the gaming community. The findings of this study provide substantial support for the notion that virtual social interactions have a notable influence on real-world behaviours, underscoring the interconnectedness between the online gaming environment and broader social dynamics. Implications/Originality/Value: Online gaming has become a common practice not only among young adults but also among the minors. Thus, this phenomenon has reduced physical activities among the youth and even among the school going children. This study may provide an insight into the matter and possible appropriate recommendations as well.
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