Title: Virtual trade show: past assessment, present status, and future prospects

Authors: Mohammad Osman Gani; Yoshi Takahashi; Anisur R. Faroque; Sina Mortazavi; Mohammad Zahedul Alam

Addresses: Graduate School of Humanities and Social Sciences, Hiroshima University, 1-5-1 Kagamiyama, Higashi-Hiroshima City, Hiroshima, 739-8529, Japan; Bangladesh University of Professionals (BUP), Dhaka, Bangladesh ' Graduate School of Humanities and Social Sciences, Hiroshima University, 1-5-1 Kagamiyama, Higashi-Hiroshima City, Hiroshima, 739-8529, Japan ' School of Business and Management, Lappeenranta-Lahti University of Technology, Lappeenranta, Finland ' School of Business and Management, LUT University, Finland ' Department of Marketing, Bangladesh University of Professionals (BUP), Mirpur Cantonment, Dhaka-1216, Bangladesh

Abstract: 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 identify gaps in the research and to propose avenues for future research. Several databases were utilised to extract the scholarly papers used in this study. This paper highlights the findings from prior studies with a comparison and contrast of salient features of the findings to provide directions for future research. Specifically, this study demonstrates a compendium of empirical research on antecedents and consequences of VTSs. It was found that there are several under-explored areas in the prior research and there is a great potential for theoretical development in this field. Bringing together required inquiries and related theories of VTS, this study contributes to the literature. Finally, the study focuses on the limitations, implications, and future avenues for VTS research.

Keywords: virtual trade show; VTS; antecedents; consequences; strategic orientation; theoretical discussion.

DOI: 10.1504/JIBED.2021.120855

Journal for International Business and Entrepreneurship Development, 2021 Vol.13 No.3/4, pp.286 - 310

Received: 07 Sep 2021
Accepted: 07 Sep 2021
Published online: 14 Feb 2022 *

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