The importance of store atmospherics on consumers' shopping behavior has been widely
studied since the 1970s. Over the years, and with the development of technology, store …

Chatbots on social networking sites are a recent innovation in computer-mediated marketing
communication. In this study, 245 Facebook users between 18 and 35 years of age (M age …

The trade show marketing literature has been growing over the past decades, attracting a
steady stream of research and journal publications. However, this body of research has not …

Despite the growing importance of brand experience and event marketing, research
addressing what constitutes brand experience in an event marketing context is scarce. The …

In mobile commerce, the elderly have become a consumer group that cannot be ignored.
Based on the framing effect theory, our paper mainly investigates the impacts of regulatory …

" Exhibition organizers and venue managers must have a thorough knowledge of their
customers and they must be very close to the industries they serve. We must react rapidly to …

This study examines the key survival factors in the exhibition industry. Secondary data were
collected from 656 exhibitions held in China from 1981 to 2019. The results of Kaplan-Meier …

The present research examines the effect of background colour on attitude and behavioural
intentions in various promotional activities taking into consideration the moderating role of …

This research examines the influence of store attributes namely store assortment, aesthetics,
store convenience, and store service and customer relation on customer satisfaction and …

Although virtual trade shows (VTSs) are a major concern for marketers and researchers,
conceptual development is lacking. This paper critically reviews the studies on VTSs to …