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

Daniel Murphy

MPRA Paper from University Library of Munich, Germany

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)
JEL-codes: L83 L93 M37 (search for similar items in EconPapers)
Date: 2019-04-15
New Economics Papers: this item is included in nep-ind, nep-mkt and nep-pay
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (14)

Published in Journal of Tourism, Heritage & Services Marketing 1.5(2019): pp. 24-30

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:93886

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