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

[journal article]

Murphy, Daniel

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... view more

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.... view less

Keywords
tourism; tourist traffic; air traffic; marketing; advertising; social media; certification

Classification
Marketing

Free Keywords
Third-Party Seal Model; airline marketing; third-party seals; online advertising

Document language
English

Publication Year
2019

Page/Pages
p. 24-30

Journal
Journal of Tourism, Heritage & Services Marketing, 5 (2019) 1

DOI
https://doi.org/10.5281/zenodo.2641244

ISSN
2529-1947

Status
Published Version; peer reviewed

Licence
Creative Commons - Attribution-Noncommercial-No Derivative Works 4.0


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GESIS LogoDFG LogoOpen Access Logo
Home  |  Legal notices  |  Operational concept  |  Privacy policy
© 2007 - 2025 Social Science Open Access Repository (SSOAR).
Based on DSpace, Copyright (c) 2002-2022, DuraSpace. All rights reserved.