Journal article Open Access

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

Daniel Murphy


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    <subfield code="a">SUBMITTED: AUGUST 2018, REVISION SUBMITTED: JANUARY 2019, ACCEPTED: MARCH 2019, REFEREED ANONYMOUSLY, PUBLISHED ONLINE: 15 APRIL 2019</subfield>
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    <subfield code="a">&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;</subfield>
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