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

Hilde A.M. Voorveld*, Theo Araujo, Stefan F. Bernritter, Edwin Rietberg, Rens Vliegenthart

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

20 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)785-805
Number of pages21
JournalInternational Journal of Advertising
Issue number5
Publication statusPublished - 3 Sept 2018
Externally publishedYes


  • cross-media
  • engagement
  • Facebook
  • Social media
  • synergy


Dive into the research topics of 'How advertising in offline media drives reach of and engagement with brands on Facebook'. Together they form a unique fingerprint.

Cite this