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.
|Name||Global Marketing Conference|
|Conference||Global Marketing Conference|
|Period||26/07/2018 → 29/07/2018|