Authors :
Risqo M. Wahid
Volume/Issue :
Volume 6 - 2021, Issue 7 - July
Google Scholar :
http://bitly.ws/9nMw
Scribd :
https://bit.ly/36xqEsT
Abstract :
This study aims to explore the role of
Instagram Ads in enhancing social media engagement and
sales. Data were collected from a SME offering pastry
products in Palembang, Indonesia. This research
employed the action research approach. The
implementation lasted for one week in April 2021. The
results showed that Instagram Ads have no effects on
social media engagement. However, the paid ads have
significant and positive impacts on leads (i.e., on
Instagram Direct Message and WhatsApp), total buyers,
and sales. This research enhances social media marketing
literature, especially in the context of paid ads on social
media. Lastly, this study benefits SMEs by providing
evidence that Instagram Ads are significant for SMEs'
financial performance.
Keywords :
Instagram Ads; Social Media Marketing; Small and Medium Enterprises; Social Media Advertising
This study aims to explore the role of
Instagram Ads in enhancing social media engagement and
sales. Data were collected from a SME offering pastry
products in Palembang, Indonesia. This research
employed the action research approach. The
implementation lasted for one week in April 2021. The
results showed that Instagram Ads have no effects on
social media engagement. However, the paid ads have
significant and positive impacts on leads (i.e., on
Instagram Direct Message and WhatsApp), total buyers,
and sales. This research enhances social media marketing
literature, especially in the context of paid ads on social
media. Lastly, this study benefits SMEs by providing
evidence that Instagram Ads are significant for SMEs'
financial performance.
Keywords :
Instagram Ads; Social Media Marketing; Small and Medium Enterprises; Social Media Advertising
