Virtual trade show as innovative business tool

The demand for virtual trade shows has been steadily growing for several years. Restrictions on «live» business contacts caused by COVID-19 pandemic have accelerated the transition of trade shows to online. Relevance and purpose of the study. A few scientific papers are devoted to the study of virtual trade shows phenomenon as a unique innovative tool. This study is designed to fill this gap. Its purpose is to specify the conditions and opportunities for integrating virtual exhibition technologies into business practice. Research method. A series of in-depth interviews with competent practitioners, who have experience in both traditional physical and virtual trade shows were taken. Findings. Results of the study provided answers to the questions on motives, problems and limitations of participation in virtual trade shows, which allowed to formulate recommendations and requirements for virtual exhibitors. Practical implications. It was found out which aspects and nuances should first of all be considered by business for successful participation in virtual trade shows. Originality/value. The research shows the true marketing potential of virtual trade shows as an innovative business tool

Keywords: virtual trade show, physical trade show, hybrid trade fair, digital exhibition platform, online exhibitor

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