Trade Show Performance: Exploring Interpersonal and Non-Personal Interaction Dimensions

Abstract

Firms frequently use trade shows in their B2B (Business-to-Business) marketing mix. The importance of trade shows has been well documented in the United States and Europe in terms of show participation and expenditure levels. Trade shows are accelerators which boost economic effectiveness and innovativeness of involved firms. Within the significant role of trade shows as a platform for business to business communication, a better understanding of at-show interaction implies the in-depth analysis of its dimensions and drivers, as well as the identification of those business visitors with special interests in interaction with exhibitors.