تجارت مجازی نشان می دهد: دیدگاه های بازرگانان در مورد الزامات قابلیت بازاریابی مجازی Virtual trade shows: Exhibitors’ perspectives on virtual marketing capability requirements

1. Introduction Trade shows (TSs) are important platforms from which sellers meet new and existing customers, evaluate new channel partners, enhance their corporate image, carry out market research, and enhance a company’s sales efforts (Kerin and Cron, 1987; Shipley et al., 1993; Blythe, 2002). A recent trend in the arena of TSs is the incorporation of virtual environments as a strategic marketing tool. Virtual worlds are a new medium in which users communicate and interact anywhere at any time (Kozinets, 2002; Dahlström and Edelman, 2013). This follows a recent paradigm shift of organizations that have been using virtual environments to communicate with (potential) customers (Mazurek, 2012; Saren et al., 2013). Initially the low-cost characteristics of the Internet were mainly driving the development of virtual services (for example dissemination of information such as attending exhibitors, ticket prices, etc.). However, more recently organizations have been increasingly focusing on the improvement of virtual delivery for customers (Klaus, 2013). A virtual trade show (VTS) is a type of virtual event, where exhibitors and visitors connect with one another via the virtual environment (Internet), regardless of geographic location, to interact and exchange information. VTSs build on the rise of virtual marketing activities used by firms to succeed in the current marketplace (Talukder and Yeow, 2006). A typical VTS often includes a virtual exhibition hall, which users enter with specific permissions. Exhibitors can build virtual stands or booths to exhibit information related to their goods or services, just as they would at a physical TS (Remolar et al., 2015). VTSs may have other components, such as a web conference, a web seminar (webinar), or other educational presentations. Firms can also use tracking mechanisms that allow them to determine the flow of traffic in the VTS.