More than pixels: Why relationships, not just content, keep users in virtual worlds

Immersive virtual worlds like Second Life enable the formation of deep interpersonal relationships that can rival or exceed those formed offline. This study investigates how social bonds in Second Life (SL) enhance platform retention and engagement, using a mixed-methods approach with qualitative and survey data. Drawing on Social Presence Theory, Parasocial Interaction, and Media Richness Theory, we analyze video narratives and user survey responses to understand why users keep returning to SL. The qualitative findings – structured into thematic categories with supporting quotes – reveal that SL relationships are perceived as authentic, emotionally rich, and supported by a strong sense of presence. Users describe genuine love, friendship, and community support in-world, often blurring the line between virtual and real. Quantitative results from an online survey (N = 188) show that users who form close relationships in SL report high ongoing engagement; 95 % of survey respondents said they “probably” or “definitely” will continue using SL, frequently citing their in-world relationships as a primary reason. Together, the mixed findings suggest that relationships – even more than content – are a key driver of long-term user retention in virtual worlds. We discuss implications for virtual community design and theory, highlighting how social presence, parasocial dynamics, and media richness in SL jointly foster deep bonds and loyalty, offering practical implications for virtual platform designers and broader insights into online social life.