Journal article Open Access
Daniel Murphy
<?xml version='1.0' encoding='UTF-8'?> <record xmlns="http://www.loc.gov/MARC21/slim"> <leader>00000nam##2200000uu#4500</leader> <datafield tag="041" ind1=" " ind2=" "> <subfield code="a">eng</subfield> </datafield> <datafield tag="653" ind1=" " ind2=" "> <subfield code="a">Third-Party Seal Model</subfield> </datafield> <datafield tag="653" ind1=" " ind2=" "> <subfield code="a">social media advertising</subfield> </datafield> <datafield tag="653" ind1=" " ind2=" "> <subfield code="a">airline marketing</subfield> </datafield> <datafield tag="653" ind1=" " ind2=" "> <subfield code="a">third-party seals</subfield> </datafield> <datafield tag="653" ind1=" " ind2=" "> <subfield code="a">online advertising</subfield> </datafield> <controlfield tag="005">20191111070852.0</controlfield> <datafield tag="500" ind1=" " ind2=" "> <subfield code="a">SUBMITTED: AUGUST 2018, REVISION SUBMITTED: JANUARY 2019, ACCEPTED: MARCH 2019, REFEREED ANONYMOUSLY, PUBLISHED ONLINE: 15 APRIL 2019</subfield> </datafield> <controlfield tag="001">2641244</controlfield> <datafield tag="856" ind1="4" ind2=" "> <subfield code="s">906548</subfield> <subfield code="z">md5:4c786cb7886253ea946de08209309bde</subfield> <subfield code="u">https://zenodo.org/record/2641244/files/5-1-4.pdf</subfield> </datafield> <datafield tag="542" ind1=" " ind2=" "> <subfield code="l">open</subfield> </datafield> <datafield tag="260" ind1=" " ind2=" "> <subfield code="c">2019-04-15</subfield> </datafield> <datafield tag="909" ind1="C" ind2="O"> <subfield code="o">oai:zenodo.org:2641244</subfield> </datafield> <datafield tag="909" ind1="C" ind2="4"> <subfield code="c">24-30</subfield> <subfield code="n">1</subfield> <subfield code="p">Journal of Tourism, Heritage & Services Marketing</subfield> <subfield code="v">5</subfield> </datafield> <datafield tag="100" ind1=" " ind2=" "> <subfield code="u">Murphy College, Australia</subfield> <subfield code="a">Daniel Murphy</subfield> </datafield> <datafield tag="245" ind1=" " ind2=" "> <subfield code="a">Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising</subfield> </datafield> <datafield tag="540" ind1=" " ind2=" "> <subfield code="u">http://creativecommons.org/licenses/by/4.0/legalcode</subfield> <subfield code="a">Creative Commons Attribution 4.0 International</subfield> </datafield> <datafield tag="650" ind1="1" ind2="7"> <subfield code="a">cc-by</subfield> <subfield code="2">opendefinition.org</subfield> </datafield> <datafield tag="520" ind1=" " ind2=" "> <subfield code="a"><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></subfield> </datafield> <datafield tag="773" ind1=" " ind2=" "> <subfield code="n">issn</subfield> <subfield code="i">isPartOf</subfield> <subfield code="a">2529-1947</subfield> </datafield> <datafield tag="773" ind1=" " ind2=" "> <subfield code="n">doi</subfield> <subfield code="i">isVersionOf</subfield> <subfield code="a">10.5281/zenodo.2641243</subfield> </datafield> <datafield tag="024" ind1=" " ind2=" "> <subfield code="a">10.5281/zenodo.2641244</subfield> <subfield code="2">doi</subfield> </datafield> <datafield tag="980" ind1=" " ind2=" "> <subfield code="a">publication</subfield> <subfield code="b">article</subfield> </datafield> </record>
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