TY - GEN
T1 - Refining the method to measure the intangible value of trade shows
AU - Koivisto, Elina
AU - Mattila, Pekka
AU - Sirén, Anna
PY - 2018
Y1 - 2018
N2 - 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.
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.
U2 - 10.15444/GMC2018.12.02.02
DO - 10.15444/GMC2018.12.02.02
M3 - Conference contribution
T3 - Global Marketing Conference
SP - 1429
EP - 1435
BT - Global Marketing Conference
PB - Global Alliance of Marketing & Management Associations
T2 - Global Marketing Conference
Y2 - 26 July 2018 through 29 July 2018
ER -