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

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 diffe...

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Bibliographic Details
Published in:International journal of advertising 2018-09, Vol.37 (5), p.785-805
Main Authors: Voorveld, Hilde A. M., Araujo, Theo, Bernritter, Stefan F., Rietberg, Edwin, Vliegenthart, Rens
Format: Article
Language:English
Subjects:
cross-media
engagement
Facebook
Social media
synergy
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Summary: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.
ISSN:0265-0487
1759-3948
DOI:10.1080/02650487.2018.1454703