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International Journal of Advertising
The Review of Marketing Communications
Volume 37, 2018 - Issue 5
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Articles

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

Hilde A. M. VoorveldAmsterdam School of Communication Research, University of Amsterdam, Amsterdam, The NetherlandsCorrespondence[email protected]
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Theo AraujoAmsterdam School of Communication Research, University of Amsterdam, Amsterdam, The NetherlandsView further author information
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Stefan F. BernritterAmsterdam School of Communication Research, University of Amsterdam, Amsterdam, The NetherlandsORCID Iconhttp://orcid.org/0000-0002-4291-7824View further author information
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Edwin RietbergDAN DNA, Dentsu Aegis, Amsterdam, The NetherlandsView further author information
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Rens VliegenthartAmsterdam School of Communication Research, University of Amsterdam, Amsterdam, The NetherlandsView further author information
Pages 785-805 | Received 23 Jul 2017, Accepted 14 Mar 2018, Published online: 23 Apr 2018

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Faiqa Kiran, Suleman Aziz Lodhi, Rizwan Shabbir & Ahsan Zubair. (2024) Consumers’ Journey toward Brand Loyalty Using Social Media Brand Community Engagement: A Case of Fashion Brands. Journal of Promotion Management 30:1, pages 129-156.
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David Chidiac & Jana Bowden. (2023) When media matters: the role of media richness and naturalness on purchase intentions within influencer marketing. Journal of Strategic Marketing 31:6, pages 1178-1198.
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Eric Haley & Matthew Pittman. (2022) Remembering the FCB Grid: Thinking, Feeling, and Involvement in the Age of Social Media. Journal of Advertising 51:3, pages 323-335.
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Hanyoung Kim, Youngji Seo, Hye Jin Yoon, Jeong Yeob Han & Youngjee Ko. (2021) The effects of user comment valence of Facebook health messages on intention to receive the flu vaccine: the role of pre-existing attitude towards the flu vaccine and psychological reactance. International Journal of Advertising 40:7, pages 1187-1208.
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Maria Martins Rebouças Nery, Larissa Alves Sincorá & Teresa Cristina Janes Carneiro. (2021) Trajectory and Research Opportunities on Consumer Brand Engagement in Social Networking Sites. Journal of Internet Commerce 20:4, pages 479-507.
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Pranay Verma. (2021) The Effect of Brand Engagement and Brand Love upon Overall Brand Equity and Purchase Intention: A Moderated –Mediated Model. Journal of Promotion Management 27:1, pages 103-132.
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Bruno Schivinski, Daan G. Muntinga, Halley M. Pontes & Przemyslaw Lukasik. (2021) Influencing COBRAs: the effects of brand equity on the consumer’s propensity to engage with brand-related content on social media. Journal of Strategic Marketing 29:1, pages 1-23.
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Vikas Kumar. (2020) Building Customer-Brand Relationships through Customer Brand Engagement. Journal of Promotion Management 26:7, pages 986-1012.
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Malgorzata Karpinska-Krakowiak & Martin Eisend. (2020) Mini-film advertising and digital brand engagement: the moderating effects of drama and lecture. International Journal of Advertising 39:3, pages 387-409.
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Hilde A.M. Voorveld. (2019) Brand Communication in Social Media: A Research Agenda. Journal of Advertising 48:1, pages 14-26.
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Articles from other publishers (10)

Winee Saikia & Abhigyan Bhattacharjee. (2023) Digital consumer engagement in a social network: A literature review applying TCCM framework. International Journal of Consumer Studies 48:1.
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Giuliana Isabella, Andressa Freitas de Melo & Marcela Carvalho Gonzalez. (2023) Going Viral on Advertising YouTube Video: Detecting the Influences. Revista de Administração Contemporânea 27:4.
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Dennis Ahrholdt, Goetz Greve & Gregor HopfDennis Ahrholdt, Goetz Greve & Gregor Hopf. 2023. Online-Marketing-Intelligence. Online-Marketing-Intelligence 465 478 .
Muhammad Sohaib, Jacob Mlynarski & Rui Wu. (2022) Building Brand Equity: The Impact of Brand Experience, Brand Love, and Brand Engagement—A Case Study of Customers’ Perception of the Apple Brand in China. Sustainability 15:1, pages 746.
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Carmen Llorente-Barroso, Olga Kolotouchkina & Ivone Ferreira. 2022. Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape. Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape 367 383 .
Sandra Diehl, Isabell Koinig & Rebecca Scheiber. 2022. Media and Change Management. Media and Change Management 189 209 .
Petra Audy Martínek. (2021) Mapping methods of research on consumer engagement with brands on social media: A literature review. Methodological Innovations 14:1, pages 205979912098538.
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Flora Poecze. (2019) What You Post is What You Get: The Mediator Role of Reached Individuals in the Causal Relationship among Posted Content Types and Follower Counts on Facebook. Naše gospodarstvo/Our economy 65:4, pages 57-71.
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Claire Monique Segijn, Ewa Maslowska, Theo Araujo & Vijay Viswanathan. (2019) Engaging with TV events on Twitter. Internet Research 30:2, pages 381-401.
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Mikhail Lysyakov, Siva Viswanathan & Kunpeng Zhang. (2019) Retail Competition on Social Media: Insights from Analysis of Large-scale Twitter Data. SSRN Electronic Journal.
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