 Visual strategies of luxury and fast fashion brands on Instagram and their effects on user engagementJinyoung Jinnie Yoo Journal of Retailing and Consumer Services, 2023, vol. 75, issue C Abstract: This study aims to examine what makes the image content of fashion brands successful on Instagram, while comparing between luxury and fast fashion brands. A quantitative analysis of a massive collection of fashion photos posted by notable luxury and fast fashion brands was therefore conducted to identify specific patterns in these images based on four important visual content variables: the use of a brand name, brand logo, text, and hashtag. This study also examined how user engagement levels vary depending on each visual content variable. This study made several interesting findings: (1) luxury brand images with logos and brand names had higher user engagement whereas fast fashion brand images did not show this same trend; (2) the size of the brand name and logo in an image was negatively related to the user engagement or had no effect, regardless of the brand category; and (3) the use of embedded text within an image positively influenced user engagement for luxury brands whereas it negatively influenced user engagement for fast fashion brands. Keywords: Instagram; Social media; Fashion marketing; Luxury; Fast fashion; SPA; Big data analysis (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923002643 DOI: 10.1016/j.jretconser.2023.103517 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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