The Trend of Omnichannel Trade Fairs. Are B2B Exhibitors Open to This Challenge? A Study on Portuguese Exhibitors

ABSTRACT Purpose Omnichannel is a trend also reaching events and their participants. So naturally, the trade fairs will be confronted with this reality of digital transformation. Given that exhibitors generally have the primacy of deciding to participate or not in a trade fair, this study aims to take this further, developing a representative model of exhibitors’ perception of an omnichannel trade fair. Design/methodology/approach This study used a quantitative approach through a survey. Structural equation modeling (SEM) was used on the data collected from 306 Portuguese B2B exhibitors. Within the SEM method, the multi-group causal analysis was also used to analyze the moderating role of the type of exhibitors (between industries and B2B service). Findings A new model is described, incorporating the causal relationships between exhibitors’ perceived compatibility with omnichannel trade fairs and consequent engagement and loyalty. The model reveals the exhibitors’ understanding of omnichannel compatibility with the trade fair’s context, positively influencing their engagement and loyalty. The results also reveal no significant differences between the types of exhibitors (industries and B2B service). Research implications Trade fairs continue to be excellent business-to-business (B2B) marketing tools, and the intensity of the use of digital technologies at events will lead to new challenges and opportunities. But few studies have investigated this topic. Thus, this research investigated the exhibitors’ perception of omnichannel trade fairs and their consequences on engagement and loyalty. Therefore, this research is a relevant contribution to the literature on B2B trade fairs and raises new research lights Practical implications The great differential of omnichannel is precisely in integrating online and offline channels. This positive opening of exhibitors to omnichannel trade fairs extends multiple opportunities and challenges for exhibitors, organizers, and visitors. “Omnicanalization” of trade fairs will imply a convergence strategy that integrates all connectivity channels between the three parties. Originality/value This study’s findings address the gap in trade fair literature concerning the lack of an omnichannel approach, which is a fresh and pertinent perspective.