Who benefits from directed communication? Communication directionality, network structures, and perceived social capital in an online game

Most studies have investigated the effects of communication on perceived social capital in online games without paying much attention to the directionality of message exchanges. This study examines how the frequency of inbound and outbound directed communication affects perceived social capital and if players' actual network positions moderate this relationship. Using behavioral data, network data, and survey data from a popular online game, World of Tanks, this study found the "poor-get-richer" pattern for perceived bridging social capital. Players situated in disadvantageous network positions for acquiring bridging social capital (i.e., low brokerage) compensated for their deficiencies through both inbound and outbound communication. In contrast, the results suggested the "rich-get-richer" pattern for perceived bonding social capital. Those situated in more advantageous network positions for acquiring bonding social capital (i.e., high closure) tended to have the greatest gains in perceived bonding social capital as inbound communication increased, but not outbound communication.