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Luxury in focus: Decoding image fluency and user engagement on social media

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  • Yu, Joanne
  • Xie, Selina Yuqing

Abstract

As luxury brands increasingly use digital platforms to engage broader audiences, understanding the role of visual aesthetics has become essential. In response to the sophistication of visual materials, this research examines how core dimensions of image fluency (i.e., simplicity, self-similarity, symmetry, and contrast) affect user engagement with luxury-related visuals on social media. Using data analytics on 30,770 Instagram posts from leading luxury brands, the findings reveal that simplicity and self-similarity consistently predict higher engagement across various categories, while symmetry exerts variable effects depending on product types. Interestingly, contrast shows minimal effect on engagement. By bridging visual aesthetics with digital marketing communication, this study advances understanding of how image fluency shapes consumer perception and interaction within the competitive domain of luxury marketing.

Suggested Citation

  • Yu, Joanne & Xie, Selina Yuqing, 2026. "Luxury in focus: Decoding image fluency and user engagement on social media," Journal of Business Research, Elsevier, vol. 204(C).
    • Handle: RePEc:eee:jbrese:v:204:y:2026:i:c:s0148296325006630
    DOI: 10.1016/j.jbusres.2025.115840
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    References listed on IDEAS

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