دانلود رایگان مقاله دیدگاه های بازرگانان در مورد الزامات قابلیت بازاریابی مجازی

abstract

Scant empirical research has examined exhibitors’ experiences of participating in virtual trade shows (VTSs). This study aims to expand our understanding of the main drivers and challenges of participating in VTSs and the virtual marketing capabilities required for exhibiting organizations. In-depth interviews were held over a period of six months with managers from educational organizations located in Queensland, Australia, who had participated previously in a VTS. The findings show that the main motivations for participating in VTSs are increasing sales revenue, lowering costs, having access to new or different markets, and building brand credibility and organizational legitimacy among visitors who attend VTSs. The findings suggest that the future of VTSs will most likely depend on the technological development of VTS systems and the way they are integrated into existing technological and strategic firm processes for exhibitors and visitors.

6. Conclusions, limitations, and future research

Limited empirical research has examined exhibitors’ experiences with VTSs (e.g., Lee-Kelley et al., 2004). Our study aimed to address this gap by exploring exhibitors’ perceptions of the main drivers and challenges of participating in VTSs. Based on a review of the relevant literature and in-depth interviews with marketing managers of higher education organizations in Australia, the findings show that the main drivers for participating in VTSs are increasing sales revenue and brand awareness, and having access to the market. These are the same objectives for participating in real-world TSs. However, building brand credibility and organizational legitimacy for visitors that attend VTSs is distinct to the virtual sector. The authors assume that VTS visitors base their hesitance on the lack of physical evidence of the organization and that they have possibly been made aware of potential virtual scams and are therefore sensitive to this fact.

The research data also show that the future of VTSs will most likely depend on finding solutions to existing challenges surrounding TSs as a marketing tool – irrespective of whether the event is held virtually or offline. Secondly, it will depend on the future technological development of VTS systems and the way they are integrated into existing technological and organizational systems on both the exhibitor and the visitor side. Therefore, the way academics and practitioners approach the constraints of VTSs will most likely determine the penetration of VTSs as a mainstream marketing tool across industries.

Although VTSs are becoming more known and accepted, in the post-financial crisis era of the 2010s it seems that management is more cautious with their investments. Budget allocations are getting increasingly questioned and require detailed justifications before a decision is made, and decision-makers require evidence that their investments produce a measurable return. Unfortunately, academia and industry alike still struggle with measuring TS effectiveness (Gottlieb et al., 2011; Bettis-Outland et al., 2010; Cavanaugh, 1976) irrespective of whether they be real-world TSs or VTSs.