Vol. 5, Iss. 1, 2019 – Journal of Tourism, Heritage & Services Marketing

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

Daniel Murphy (ORCiD), Murphy College, Australia
Published online: 15 April 2019, JTHSM, 5(1), pp. 24-30.

URN: urn:nbn:de:0168-ssoar-66387-2, DOI: 10.5281/zenodo.2641244

DataCite XML Export

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<identifier identifierType=”DOI”>10.5281/zenodo.2641244</identifier>
<creators>
<creator>
<creatorName>Daniel Murphy</creatorName>
<affiliation>Murphy College, Australia</affiliation>
</creator>
</creators>
<titles>
<title>Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising</title>
</titles>
<publisher>Zenodo</publisher>
<publicationYear>2019</publicationYear>
<subjects>
<subject>Third-Party Seal Model</subject>
<subject>social media advertising</subject>
<subject>airline marketing</subject>
<subject>third-party seals</subject>
<subject>online advertising</subject>
</subjects>
<dates>
<date dateType=”Issued”>2019-04-15</date>
</dates>
<language>en</language>
<resourceType resourceTypeGeneral=”Text”>Journal article</resourceType>
<alternateIdentifiers>
<alternateIdentifier alternateIdentifierType=”url”>https://zenodo.org/record/2641244</alternateIdentifier>
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<relatedIdentifier relatedIdentifierType=”ISSN” relationType=”IsPartOf”>2529-1947</relatedIdentifier>
<relatedIdentifier relatedIdentifierType=”DOI” relationType=”IsVersionOf”>10.5281/zenodo.2641243</relatedIdentifier>
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<rights rightsURI=”http://creativecommons.org/licenses/by/4.0/legalcode”>Creative Commons Attribution 4.0 International</rights>
<rights rightsURI=”info:eu-repo/semantics/openAccess”>Open Access</rights>
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<descriptions>
<description descriptionType=”Abstract”><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></description>
<description descriptionType=”Other”>SUBMITTED: AUGUST 2018, REVISION SUBMITTED: JANUARY 2019, ACCEPTED: MARCH 2019, REFEREED ANONYMOUSLY, PUBLISHED ONLINE: 15 APRIL 2019</description>
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