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How advertising in offline media drives reach of and engagement with brands on Facebook

Voorveld, Hilde A. M.; Araujo, Theo; Bernritter, Stefan F.; Rietberg, Edwin and Vliegenthart, Rens. 2018. How advertising in offline media drives reach of and engagement with brands on Facebook. International Journal of Advertising, 35(5), pp. 785-805. ISSN 0265-0487 [Article]

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Abstract or Description

Research investigating the drivers of consumers’ engagement with brands on social media is proliferating. However, little is known about how advertising outside social media drives engagement with brands on social media. This study aims to explore the relation between advertising spend in different offline media (TV, radio, newspapers, magazines, out of home), and reach of and engagement with brand pages on Facebook. The study uses a unique real-life data-set containing information about the Facebook pages of 45 brands for approximately three years combined with Nielsen Advertising Spend data. Results showed that while advertising in offline media influenced organic and viral reach, the number of page likes was directly influenced by advertising on Facebook only. It can be concluded that offline advertising is relevant in driving consumers’ online brand engagement; however, there is a unique set of drivers for organic reach, viral reach and likes.

Item Type:

Article

Identification Number (DOI):

https://doi.org/10.1080/02650487.2018.1454703

Keywords:

Social media, engagement, cross-media, synergy, Facebook

Departments, Centres and Research Units:

Institute of Management Studies

Dates:

DateEvent
December 2018Published
23 April 2018Published Online
14 March 2018Accepted

Item ID:

24274

Date Deposited:

19 Sep 2018 10:18

Last Modified:

29 Jan 2019 23:19

Peer Reviewed:

Yes, this version has been peer-reviewed.

URI:

http://research.gold.ac.uk/id/eprint/24274

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