Refining the method to measure the intangible value of trade shows

Elina Koivisto; Pekka Mattila; Anna Sirén

doi:10.15444/GMC2018.12.02.02

Refining the method to measure the intangible value of trade shows

Elina Koivisto, Pekka Mattila, Anna Sirén

Department of Marketing

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review

Abstract

Despite the rise of digital media, trade shows have not lost their importance within the marketing mix. However, to this date, their specific impact has been hard to measure. To address this gap, this article aims to investigate the outcomes of knowledge creation, sharing, and acquisition occurring at trade shows by utilizing Return on Trade Show Information (RTSI) model (Bettis-Outland et al. 2010). The analysis supports the findings of Bettis-Outland et al. (2012) as well as shows that information quality has a positive impact on information dissemination and information, which then increases the value of this information.

Original language	English
Title of host publication	Global Marketing Conference
Publisher	Global Alliance of Marketing & Management Associations
Pages	1429-1435
DOIs	https://doi.org/10.15444/GMC2018.12.02.02
Publication status	Published - 2018
MoE publication type	A4 Article in a conference publication
Event	Global Marketing Conference - Tokyo, Japan Duration: 26 Jul 2018 → 29 Jul 2018

Publication series

Name	Global Marketing Conference
ISSN (Electronic)	1976-8699

Conference

Conference	Global Marketing Conference
Country	Japan
City	Tokyo
Period	26/07/2018 → 29/07/2018

Access to Document

10.15444/GMC2018.12.02.02

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title = "Refining the method to measure the intangible value of trade shows",

abstract = "Despite the rise of digital media, trade shows have not lost their importance within the marketing mix. However, to this date, their specific impact has been hard to measure. To address this gap, this article aims to investigate the outcomes of knowledge creation, sharing, and acquisition occurring at trade shows by utilizing Return on Trade Show Information (RTSI) model (Bettis-Outland et al. 2010). The analysis supports the findings of Bettis-Outland et al. (2012) as well as shows that information quality has a positive impact on information dissemination and information, which then increases the value of this information.",

author = "Elina Koivisto and Pekka Mattila and Anna Sir{\'e}n",

year = "2018",

doi = "10.15444/GMC2018.12.02.02",

language = "English",

series = "Global Marketing Conference",

publisher = "Global Alliance of Marketing & Management Associations",

pages = "1429--1435",

booktitle = "Global Marketing Conference",

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Refining the method to measure the intangible value of trade shows. / Koivisto, Elina; Mattila, Pekka; Sirén, Anna.

Global Marketing Conference. Global Alliance of Marketing & Management Associations, 2018. p. 1429-1435 (Global Marketing Conference).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review

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AB - Despite the rise of digital media, trade shows have not lost their importance within the marketing mix. However, to this date, their specific impact has been hard to measure. To address this gap, this article aims to investigate the outcomes of knowledge creation, sharing, and acquisition occurring at trade shows by utilizing Return on Trade Show Information (RTSI) model (Bettis-Outland et al. 2010). The analysis supports the findings of Bettis-Outland et al. (2012) as well as shows that information quality has a positive impact on information dissemination and information, which then increases the value of this information.

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