Journal article Open Access

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

Daniel Murphy


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  <identifier identifierType="DOI">10.5281/zenodo.2641244</identifier>
  <creators>
    <creator>
      <creatorName>Daniel Murphy</creatorName>
      <affiliation>Murphy College, Australia</affiliation>
    </creator>
  </creators>
  <titles>
    <title>Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising</title>
  </titles>
  <publisher>Zenodo</publisher>
  <publicationYear>2019</publicationYear>
  <subjects>
    <subject>Third-Party Seal Model</subject>
    <subject>social media advertising</subject>
    <subject>airline marketing</subject>
    <subject>third-party seals</subject>
    <subject>online advertising</subject>
  </subjects>
  <dates>
    <date dateType="Issued">2019-04-15</date>
  </dates>
  <language>en</language>
  <resourceType resourceTypeGeneral="Text">Journal article</resourceType>
  <alternateIdentifiers>
    <alternateIdentifier alternateIdentifierType="url">https://zenodo.org/record/2641244</alternateIdentifier>
  </alternateIdentifiers>
  <relatedIdentifiers>
    <relatedIdentifier relatedIdentifierType="ISSN" relationType="IsPartOf">2529-1947</relatedIdentifier>
    <relatedIdentifier relatedIdentifierType="DOI" relationType="IsVersionOf">10.5281/zenodo.2641243</relatedIdentifier>
  </relatedIdentifiers>
  <rightsList>
    <rights rightsURI="http://creativecommons.org/licenses/by/4.0/legalcode">Creative Commons Attribution 4.0 International</rights>
    <rights rightsURI="info:eu-repo/semantics/openAccess">Open Access</rights>
  </rightsList>
  <descriptions>
    <description descriptionType="Abstract">&lt;p&gt;&lt;em&gt;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&amp;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.&lt;/em&gt;&lt;/p&gt;</description>
    <description descriptionType="Other">SUBMITTED: AUGUST 2018, REVISION SUBMITTED: JANUARY 2019, ACCEPTED: MARCH 2019, REFEREED ANONYMOUSLY, PUBLISHED ONLINE: 15 APRIL 2019</description>
  </descriptions>
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