| 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. |