Journal article Open Access

Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising

Daniel Murphy


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{
  "publisher": "Zenodo", 
  "DOI": "10.5281/zenodo.2641244", 
  "container_title": "Journal of Tourism, Heritage & Services Marketing", 
  "language": "eng", 
  "title": "Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising", 
  "issued": {
    "date-parts": [
      [
        2019, 
        4, 
        15
      ]
    ]
  }, 
  "abstract": "<p><em>From five-star hotels and Michelin Star restaurants, few industries signal their quality and unique selling points through the use of third-party seals like tourism. However, despite using seals and certifications in advertising being widespread, little academic research has been conducted into their effectiveness. Through the running of campaigns on Facebook&rsquo;s Ad Manager for Indian airline Jet Airways, this study applies the Third-Party Seal Model to optimise campaign audiences to target the right prospects with the most effective message. Findings and a practical framework for optimal campaign delivery for the airline industry are presented.</em></p>", 
  "author": [
    {
      "family": "Daniel Murphy"
    }
  ], 
  "page": "24-30", 
  "volume": "5", 
  "note": "SUBMITTED: AUGUST 2018, REVISION SUBMITTED: JANUARY 2019, ACCEPTED: MARCH 2019, REFEREED ANONYMOUSLY, PUBLISHED ONLINE: 15 APRIL 2019", 
  "type": "article-journal", 
  "issue": "1", 
  "id": "2641244"
}
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