Journal article Open Access

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

Daniel Murphy


Dublin Core Export

<?xml version='1.0' encoding='utf-8'?>
<oai_dc:dc xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/ http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
  <dc:creator>Daniel Murphy</dc:creator>
  <dc:date>2019-04-15</dc:date>
  <dc:description>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’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.</dc:description>
  <dc:identifier>https://zenodo.org/record/2641244</dc:identifier>
  <dc:identifier>10.5281/zenodo.2641244</dc:identifier>
  <dc:identifier>oai:zenodo.org:2641244</dc:identifier>
  <dc:language>eng</dc:language>
  <dc:relation>issn:2529-1947</dc:relation>
  <dc:relation>doi:10.5281/zenodo.2641243</dc:relation>
  <dc:rights>info:eu-repo/semantics/openAccess</dc:rights>
  <dc:rights>http://creativecommons.org/licenses/by/4.0/legalcode</dc:rights>
  <dc:source>Journal of Tourism, Heritage &amp; Services Marketing 5(1) 24-30</dc:source>
  <dc:subject>Third-Party Seal Model</dc:subject>
  <dc:subject>social media advertising</dc:subject>
  <dc:subject>airline marketing</dc:subject>
  <dc:subject>third-party seals</dc:subject>
  <dc:subject>online advertising</dc:subject>
  <dc:title>Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising</dc:title>
  <dc:type>info:eu-repo/semantics/article</dc:type>
  <dc:type>publication-article</dc:type>
</oai_dc:dc>
22
19
views
downloads
All versions This version
Views 2222
Downloads 1919
Data volume 17.2 MB17.2 MB
Unique views 2121
Unique downloads 1818

Share

Cite as