Social media advertising has not remained a phenomenon now, it has become an approach. It is just not a fad but now aids as an inevitable element of any company’s Integrated Marketing Communication (IMC) program and works as an important constituent of its promotional mix. Past researches indicate that attitude of consumers toward social media advertising is influenced by several factors but no comprehensive study has undergone to integrate these findings. This study conducted a systematic literature review and identified the factors that collectively and majorly affects CATSMA. The research paper enhances the theoretical body of knowledge about linkage of various factors to CATSMA and hence establish a strong foundation for future research on SMA in future.

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