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

Daniel Murphy


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    "description": "<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>", 
    "language": "eng", 
    "title": "Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising", 
    "license": {
      "id": "CC-BY-4.0"
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    "journal": {
      "volume": "5", 
      "issue": "1", 
      "pages": "24-30", 
      "title": "Journal of Tourism, Heritage & Services Marketing"
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    "keywords": [
      "Third-Party Seal Model", 
      "social media advertising", 
      "airline marketing", 
      "third-party seals", 
      "online advertising"
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    "publication_date": "2019-04-15", 
    "creators": [
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        "affiliation": "Murphy College, Australia", 
        "name": "Daniel Murphy"
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    "notes": "SUBMITTED: AUGUST 2018, REVISION SUBMITTED: JANUARY 2019, ACCEPTED: MARCH 2019, REFEREED ANONYMOUSLY, PUBLISHED ONLINE: 15 APRIL 2019", 
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