A Novel Method to Investigate the Effect of Social Network “Hook” Images on Purchasing Prospects in E-Commerce

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. Objective. To explore how online stores can increase the purchasing prospects of their products using images on social networks. 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. 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.

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