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

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  • 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 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.

Suggested Citation

  • Murphy, Daniel, 2019. "Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising," MPRA Paper 93886, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:93886
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    References listed on IDEAS

    as
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    Cited by:

    1. Gartner, Simone & Nicholson, Alexander & Christou, Eleftherios, 2020. "Tourism marketing and distribution through social media: Assessing business economic performance," MPRA Paper 99194, University Library of Munich, Germany.
    2. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 14(1), pages 151-166.
    3. Johnson, Catherine & McLaughlin, James, 2020. "Tourism branding and promotion: A critical approach," MPRA Paper 100706, University Library of Munich, Germany.
    4. Constantinos Halkiopoulos & Hera Antonopoulou & Dimitrios N. Papadopoulos & Ioanna Giannoukou & Evgenia Gkintoni, 2020. "Online reservation systems in e- Business: Analyzing decision making in e-Tourism," Post-Print hal-02447741, HAL.
    5. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2019. "Social media in tourism marketing: Travellers’ attitudes and encounters," MPRA Paper 98793, University Library of Munich, Germany.
    6. Longman, John & Williams, Timothy, 2020. "Tourism destination branding through advertising strategies," MPRA Paper 99367, University Library of Munich, Germany.
    7. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2020. "Adoption of social media as distribution channels in tourism marketing: A qualitative analysis of consumers’ experiences," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1), pages 25-32.
    8. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2019. "Social media in tourism marketing: Travellers’ attitudes and encounters," EconStor Conference Papers 215794, ZBW - Leibniz Information Centre for Economics.
    9. Halkiopoulos, Constantinos & Antonopoulou, Hera & Papadopoulos, Dimitrios & Giannoukou, Ioanna & Gkintoni, Evgenia, 2020. "Online reservation systems in e-Business: Analyzing decision making in e-Tourism," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1), pages 9-16.
    10. Halkiopoulos, Constantinos & Antonopoulou, Hera & Papadopoulos, Dimitrios & Giannoukou, Ioanna & Gkintoni, Evgenia, 2020. "Online reservation systems in e-Business: Analyzing decision making in e-Tourism," MPRA Paper 98230, University Library of Munich, Germany.
    11. Del Chiappa, Giacomo & Balboni, Bernardo, 2019. "Travellers’ choice of information sources and information channels for domestic trips," MPRA Paper 93998, University Library of Munich, Germany.
    12. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," MPRA Paper 93898, University Library of Munich, Germany.

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    More about this item

    Keywords

    Third-Party Seal Model; social media advertising; airline marketing; third-party seals; online advertising;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • L93 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Air Transportation
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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