New media in trade shows
Support tools or dominant solutions for the future?
Trade Shows (TSs) still represent today a leading business and development instrument for the global and European economy. Over the years, TSs have acquired new functions and new roles, in light of the major socio-economic changes of the new millennium, in particular, the effect of the globalization phenomenon, the consequences of the 2008 crisis, and the advent of the new media. Faced with this background, the aim of the present book is to gain a deeper understanding of the adoption and use of the new media in the TSs context, an attempt to fill a specific research gap, emerged from the analysis of the existing TS literature, concerning the scant attention towards this stakeholders’ target.