publication . Article . Other literature type . 2019

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

Murphy, Daniel;
Open Access English
  • Published: 15 Apr 2019
  • Publisher: HAL CCSD
  • Country: France
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. SUBMITTED: AUGUST ...
free text keywords: third-party seals, Wirtschaft, Economics, Third-Party Seal Model; airline marketing; third-party seals; online advertising, Marketing, Tourismus, Reiseverkehr, Luftverkehr, Werbung, Soziale Medien, Zertifizierung, tourism, tourist traffic, air traffic, advertising, social media, certification, 20400, 40200, online advertising, third- party seals, Third-Party Seal Model, social media advertising, airline marketing, JEL: M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics/M.M3 - Marketing and Advertising/M.M3.M37 - Advertising, JEL: L - Industrial Organization/L.L9 - Industry Studies: Transportation and Utilities/L.L9.L93 - Air Transportation, JEL: Z - Other Special Topics/Z.Z3 - Tourism Economics/Z.Z3.Z31 - Industry Studies, [INFO.INFO-SI]Computer Science [cs]/Social and Information Networks [cs.SI], [SHS.ECO]Humanities and Social Sciences/Economics and Finance, [SHS.GESTION]Humanities and Social Sciences/Business administration, ddc:330
46 references, page 1 of 4

Agag, G.M. and El-Masry, A.A., 2017. Why do consumers trust online travel websites? Drivers and outcomes of consumer trust toward online travel websites. Journal of Travel Research, 56(3), pp.347-369

AirHelp. 2018. Top Airline Rankings Worldwide + Airline Ratings. [ONLINE] Available at: [Accessed 28 August 2018].

Airline Ratings. 2018. Awards - Airline Ratings. [ONLINE] Available at: [Accessed 28 August 2018].

Atkinson, L. and Rosenthal, S., 2014. Signaling the green sell: the influence of eco-label source, argument specificity, and product involvement on consumer trust. Journal of Advertising, 43(1), pp.33-45.

Bernard, Y., Bertrandias, L. and Elgaaied-Gambier, L., 2015. Shoppers' grocery choices in the presence of generalized ecolabelling. International Journal of Retail & Distribution Management, 43(4/5), pp.448-468.

Biau, D.J., Jolles, B.M. and Porcher, R., 2010. P value and the theory of hypothesis testing: an explanation for new researchers. Clinical Orthopaedics and Related Research®,468(3), pp.885-892.

Brand Finance, 2017. India 100 2017 The annual report on the most valuable Indian brands - May 2017. (2017). [ebook] Brand Finance, p.12. Available at: [Accessed 30 Aug. 2018].

Caso, L., Iglesias, V. and De La Ballina, F.J., 2015. Quality certifications as hotel selection criteria. In Achieving competitive advantage through quality management (pp. 95- 110). Springer, Cham.

Canstar Blue. 2018. Domestic Airlines 2018 Reviews & Ratings - Canstar Blue. [ONLINE] Available at: [Accessed 28 August 2018].

Chatzigeorgiou, C. (2017). Modelling the impact of social media influencers on behavioural intentions of millennials: The case of tourism in rural areas in Greece. Journal of Tourism, Heritage & Services Marketing, 3(2), 25-29.

Chia-Jung, C. and Pei-Chun, C., 2014. Preferences and willingness to pay for green hotel attributes in tourist choice behavior: The case of Taiwan. Journal of Travel & Tourism Marketing, 31(8), pp.937-957.

Christou, E. (2015). Branding social media in the travel industry. Social and Behavioral Sciences, Vol. 175, pp 607-614.

Dam, Y.K.V. and Reuvekamp, M., 1995. Consumer knowledge and understanding of environmental seals in the Netherlands. ACR European Advances. [OpenAIRE]

Directorate General of Civil Aviation (2018). Performance of domestic airlines for the year 2018. [online] Directorate General of Civil Aviation, p.20. Available at: [Accessed 29 Aug. 2018].

Escobar-Rodríguez, T. and Carvajal-Trujillo, E., 2013. Online drivers of consumer purchase of website airline tickets. Journal of Air Transport Management, 32, pp.58-64.

46 references, page 1 of 4
Powered by OpenAIRE Open Research Graph
Any information missing or wrong?Report an Issue
publication . Article . Other literature type . 2019

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

Murphy, Daniel;