A Conceptual Study on the Virtual Fairs
Conference paper > Full Text · 2023
Authors: Şadiye Emet GÜREL, Azra Kardelen Nazlı
8th International Conference on Social Sciences, Türkiye, İzmir, International, Verbal, Full Text, 2023-2023, pp 477-489
Summary
<p>In today's world, where digitalization goes beyond being a computer-related phenomenon, all areas of life interact with digitalization. Digital Technologies makes life easier in all fields from science to education, from politics to art. At this point, digitalization has reached the position of necessity, not a choice for individuals and organizations.</p><p>It is not possible to talk about a sector outside of digitalization in business life. New communication technologies and the internet are changing work and the way work is done, affecting all work routines. It is not far from this development in fairs, which is one of the most important tools of marketing communication. The reflection of digitalization in the field of fairs brings the concept of virtual fair to the agenda.</p><p>The virtual fair has the same concept as the physical fairs, but it is a fair organized on a digital platform. The virtual fair, which can be described as a milestone in the historical development of the understanding of fairs, can be realized through web and mobile technologies. Virtual fair, which is an infrastructure that brings together existing and potential consumers and other firms, firms that want to offer or promote any product and service, and create sectoral collaborations; can be considered as a business opportunity that offers many advantages and disadvantages for all parties.</p><p>This study observes virtual fair applications and considers the virtual fair phenomenon from a theoretical point of view. Within the scope of the study, the concept of virtual fair, its definition, historical development and products are examined based on the literature. With the study, it is aimed to make a contribution to reveal the virtual fair concept and to place it in the literature by considering the growth of the fair organization with a historical line from past to present.</p><p><br></p><p><strong>Key words: </strong>Fair, Digitalization, E-commerce, Virtual fair, Cyber fair, Online fair.</p>