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