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<p>For many companies, the sales-oriented use of social media is becoming increasingly important. However, many Small and Medium-sized Enterprises&#xa0;(SMEs) face the challenge of having limited resources available to implement such measures. This study examines the potential of easy-to-implement social media-based call-to-action (CTA) campaigns to increase online shop sales in small and medium-sized wine-growing businesses. Using exemplary campaigns from four&#xa0;wineries and&#xa0;two winegrowers’ cooperatives, various design parameters such as product type, pricing, discounts, visual format (image vs. reel), and organic vs. paid CTA posts were analyzed in regard to the sales figures generated in the online shop. The results show that SMEs can generally implement CTA campaigns even with limited time, personnel, and financial resources. For the specific context of the wine industry, the results show that standard products in the low to mid-price range and package deals are suitable for CTA campaigns and that elaborate video productions are not yet absolutely necessary to generate sales via social media. The results thus provide initial practical guidance on the implementation of social media-based call-to-action campaigns. However, further research is needed to derive more precise recommendations for the design of CTA campaigns. For SMEs, the study shows that CTA campaigns offer a&#xa0;simple way to use social media for sales purposes.&#xa0;Accordingly, CTA campaigns can be used in a targeted manner to test whether and in what form the sale of own products can be realized via social media. &#xa0; </p>

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Social-Media-basierte Call-to-Action-Kampagnen zur Steigerung von Onlineshop-Verkäufen in KMU: Fallbeispiele aus der Weinbranche

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  • 出版模式：

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  • 发表日期：

    2026年3月30日

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  • Laura Ehm

摘要

For many companies, the sales-oriented use of social media is becoming increasingly important. However, many Small and Medium-sized Enterprises (SMEs) face the challenge of having limited resources available to implement such measures. This study examines the potential of easy-to-implement social media-based call-to-action (CTA) campaigns to increase online shop sales in small and medium-sized wine-growing businesses. Using exemplary campaigns from four wineries and two winegrowers’ cooperatives, various design parameters such as product type, pricing, discounts, visual format (image vs. reel), and organic vs. paid CTA posts were analyzed in regard to the sales figures generated in the online shop. The results show that SMEs can generally implement CTA campaigns even with limited time, personnel, and financial resources. For the specific context of the wine industry, the results show that standard products in the low to mid-price range and package deals are suitable for CTA campaigns and that elaborate video productions are not yet absolutely necessary to generate sales via social media. The results thus provide initial practical guidance on the implementation of social media-based call-to-action campaigns. However, further research is needed to derive more precise recommendations for the design of CTA campaigns. For SMEs, the study shows that CTA campaigns offer a simple way to use social media for sales purposes. Accordingly, CTA campaigns can be used in a targeted manner to test whether and in what form the sale of own products can be realized via social media.