Impact of SMA on Consumer Attitudes, Engagement, and Purchase Intentions: A Systematic Theory-Oriented Literature Review

Abstract

This systematic theory-oriented literature review synthesizes research on the relationships between social media advertising (SMA) and consumer attitudes, engagement, and purchase intentions. The review analyzes 582 journal articles, with particular attention to the theoretical frameworks and pathways used to explain consumer responses within the broader media culture of algorithmically driven platform ecosystems. This research found that the Theory of Planned Behavior, Uses and Gratifications Theory, and Technology Acceptance Model were frequently applied frameworks. The synthesis demonstrates that conventional communication antecedents—such as informativeness, entertainment value, and trust—are structurally mediated and co-constructed by predictive recommendation algorithms and specific platform affordances. Conversely, platform-induced irritation and perceived data privacy violations prompt active consumer resistance. Positive attitudes were consistently linked to engagement and purchase intention, although the effects of subjective norms and perceived behavioral control were more context dependent. Cross-cultural evidence further indicates that consumer responses vary across cultural and institutional settings and are shaped by differences in platform ecosystems and affordances. Future research can pay more attention to the impact of technical elements of SMA on consumer response. These insights offer a theoretically integrated account of SMA effectiveness and actionable strategies for designing effective SMA campaigns.