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

Daniel Murphy
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Daniel Murphy: Murphy College

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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 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.

Keywords: Third-Party Seal Model; social media advertising; airline marketing; third- party seals; online advertising (search for similar items in EconPapers)
Date: 2019-04-15
New Economics Papers: this item is included in nep-mkt
Note: View the original document on HAL open archive server: https://hal.science/hal-02458480
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Citations: View citations in EconPapers (14)

Published in Journal of Tourism, Heritage & Services Marketing, 2019, 5 (1), pp.24 - 30. ⟨10.5281/zenodo.2641244⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02458480

DOI: 10.5281/zenodo.2641244

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