A novel method to investigate the effect of social network ``Hook'' images on purchasing prospects in e-commerce (Q1687463)

Summary: \textit{Background}. Social network visual shopping trends are growing e-commerce at unprecedented levels. Images are used as product marketing material; however, image posts are triggering very low consumer behavior and low sales conversion. \textit{Objective}. To explore how online stores can increase the purchasing prospects of their products using images on social networks. \textit{Methods}. We introduce a theoretical probabilistic model to estimate consumer behavioral intention and purchasing prospect on social networks, outline parameters that can be exploited to increase click-rate and conversion, and motivate a new strategy to market products online. The model explores increasing online stores' sales conversion by utilizing a product collection landing page that is marketed to consumers through a single ``Hook'' image. To implement the model, we developed a novel technological method that enabled online stores to post different ``Hook'' images on social networks and hyperlink them to the product collection landing pages they created. \textit{Results}. Stores and marketers developed four types of ``Hook'' images: themed-collaged product images, single product images, lifestyle images, and model images. Themed-collaged product images accounted for 60\% of consumer traffic from social network sites. Moreover, consumer purchasing click rate increased at least twofold (4.94\%) with the use of product collection landing pages.