PACIS 2019 Proceedings


Social media has emerged as a diverse platform and its influence has gradually improved. The company recently carried out a strategy to build a network of communication between users through social media. In this study, we analyze the empirical analysis of social media communication structure and predicting the product sales volume based on the literature review of the existing media theory. Social media can be divided into two dimensions of the communication process (Conveyance vs. Convergence). The Conveyance means information transmission, and that purpose is to convey information broadly. The Convergence means gathering opinion and aiming to enhance knowledge by sharing of users. Using social media, users are gained by social capital through the structural, cognitive and relational structure. As a result of the study, we drawn three communication structure affecting the company’s sales volume. In addition, the factors can predict the sales volume.