Factors Influencing Consumer's Attitude towards Social Media Advertising: A Review

Popularity of social media advertising has been growing with each day among business organizations as well as consumers. Several factors play important role in influencing the attitude of consumers toward social media advertising. Previous studies examined the impact of different factors on consumers' attitude toward social media advertising (hereafter CATSMA). The literature available on this issue is although wide but largely fragmented. Less efforts have been done in the past for integrating the findings of previous studies and identifying the factors which have most significant influence upon CATSMA. In this study research papers related to advertising, marketing and management were collected from refereed journals for reviewing the literature. This study carried out a systematic literature review of the factors which influence CATSMA and literature is summarized by identifying the factors that primarily influence CATSMA. The paper will establish a strong base for future research on social media advertising.