A Critical Review on Impression Rate and Pattern on Social Media Sites

Abstract

Social media interaction continues affecting consumer opinion of a product, so social media marketing has become the most accessible marketing channel for brands to reach their business’ target market, product promotion, make a sale or spread brand awareness. This paper is to critically review past research works on the impact of impressions on social media marketing and highlight gaps found. There are limited studies available on the impact of the impression rate on brand awareness through social media marketing/advertising. By using a systematic literature review, this paper contributes to social media adoption by investigating consumers’ brand awareness towards social media advertising, the relationship between impressions rate and brand awareness and social media measurement practices in various industries. Keywords: social media, impressions, reach, brand awareness