The Role of B2B Virtual Trade Shows and Their Effect on Show Performance

Many businesses are employing online technologies to search for, communicate, and exchange with trading partners. Virtual trade shows are an example of an emerging online technology that may affect the current B2B trade show process, yet there has not been any work on this phenomenon. This research draws on the virtual reality and trade show literature for developing a conceptual model and propositions for examining the role of virtual trade shows and their impact on trade show performance. Traditional trade shows are a key component of the B2B marketing mix and are second only to personal selling for business expenditures. With mounting pressure on marketing managers to provide accountability and demonstrate return on investment, a virtual trade show is very appealing due to its convenience, low cost, flexibility, personalization, data tracking capabilities, and archived exhibits. Some exhibitors are using virtual trade shows as a promotional tool for upcoming physical trade shows by creating interest in the company and its products. Other companies are using virtual shows to complement their traditional trade show efforts. It is not clear what role virtual trade shows will play in the trade show process, what their impact will be on physical trade shows, or their effect on post-show selling efficiency.