The Synergistic Mechanism of social media Visual Strategy and User Engagement in The Construction of High-End Hotel Brands

Abstract

In today's highly visual social media environment, how luxury hotel brands effectively convey a sense of quality has become an important issue in brand marketing. This study focuses on Aman's visual communication practices on Instagram, examining the synergistic mechanisms between its visual strategies and user engagement. The study employs content analysis and case study methods to analyze Aman's visual coding from the perspectives of aesthetic tone, spatial and orderly sense, cultural and sensory narratives, and ritualized presentation. It also relies on user comments to analyze user engagement characteristics such as emotion-driven behavior, immersive pathways, and social identity recognition. Research findings indicate that consistent, high-quality visual content can effectively stimulate users' emotional resonance and immersive experiences, prompting them to engage in interactive behaviors such as liking, commenting, and using hashtags to check in, thereby creating a cycle of visual presentation and user engagement that amplifies the overall effect. Based on this, the study proposes a three-dimensional collaborative model of “visual coding—user engagement—emotional resonance,” revealing the path to building a sense of quality for high-end hotel brands in the social media environment and providing practical strategic references for the digital marketing of luxury brands (especially luxury hotel brands).