Journal article Open Access

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

Daniel Murphy


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{
  "inLanguage": {
    "alternateName": "eng", 
    "@type": "Language", 
    "name": "English"
  }, 
  "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>", 
  "license": "http://creativecommons.org/licenses/by/4.0/legalcode", 
  "creator": [
    {
      "affiliation": "Murphy College, Australia", 
      "@type": "Person", 
      "name": "Daniel Murphy"
    }
  ], 
  "url": "https://zenodo.org/record/2641244", 
  "image": "https://zenodo.org/static/img/logos/zenodo-gradient-round.svg", 
  "datePublished": "2019-04-15", 
  "headline": "Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising", 
  "keywords": [
    "Third-Party Seal Model", 
    "social media advertising", 
    "airline marketing", 
    "third-party seals", 
    "online advertising"
  ], 
  "@context": "https://schema.org/", 
  "identifier": "https://doi.org/10.5281/zenodo.2641244", 
  "@id": "https://doi.org/10.5281/zenodo.2641244", 
  "@type": "ScholarlyArticle", 
  "name": "Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising"
}
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