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Increasing clicks through advanced targeting: applying the third-party seal model to airline advertising
[Zeitschriftenartikel]
Abstract 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 thei... mehr
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.... weniger
Thesaurusschlagwörter
Tourismus; Reiseverkehr; Luftverkehr; Marketing; Werbung; Soziale Medien; Zertifizierung
Klassifikation
Marketing
Freie Schlagwörter
Third-Party Seal Model; airline marketing; third-party seals; online advertising
Sprache Dokument
Englisch
Publikationsjahr
2019
Seitenangabe
S. 24-30
Zeitschriftentitel
Journal of Tourism, Heritage & Services Marketing, 5 (2019) 1
DOI
https://doi.org/10.5281/zenodo.2641244
ISSN
2529-1947
Status
Veröffentlichungsversion; begutachtet (peer reviewed)
Lizenz
Creative Commons - Namensnennung, Nicht kommerz., Keine Bearbeitung 4.0