Exhibit marketing can be a remarkably useful promotional practice that generates new applications and can adjust to different situations in the fierce marketplace. However, academics show little interest in this concept as well as its connection to former schools of thought. Accordingly, the purpose of this literature review is to evaluate and integrate the findings of multiple qualitative research studies to provide an overview of the concept of exhibit marketing. This study will provide a content analysis through a meta-synthesis with the citation index as a foundation. Extracted perspectives from different scholars are carefully analysed and summarized using the proposed theoretical framework. Findings revealed that the concept of exhibit marketing has close relation to the Nordic School of Thought.

Achieving the feeling of a personal connection over the internet is difficult but at the same time more relevant than ever with the world moving more and more towards digital meetings and online events. This study investigates how an exhibition area at an online conference could be created to provide a good user experience as well as provide value for the exhibitors at the conference. The study was performed through interviews, three stages of prototyping as well as usability testing of these prototypes to gather data and feedback on what could be done to achieve this goal. Through the principles of social presence, human centered, and user centered design, a prototype of how such a solution could look was developed. As a result, the test users felt that they would feel welcome in the digital booth and that they felt a greater incentive to join conversations with the exhibitors. On the other end, the exhibitors also felt like this solution would provide value in the form of monitorable gathered data that could be followed up on to investigate the value that the conference has given them. This concludes that engaging and valuable online exhibitions can be created as long as careful thought is put into designing them with the user and human in mind.

This thesis studies the non-verbal communication such as the body language in the context of a trade show. The non-verbal communication is one of the primary conveyors of messages and trade shows are one of the major channels were firms attract new customers. However the combination of trade shows and non-verbal communication is overlooked. The method consists of interviews with visitors and observations of the booths and the visitors. The setting was chosen as the annual Hannover Messe were five booths of Swedish firms were studied. The result indicates that firms can further improve their body language. Suggested improvements involve to not having the sales representative work in the booth. This is remarked as a taboo by authors within the area; still this action commonly occurs.  The booth design plays a prominent role in the visitor interactions so does the staffing. The way to approach a visitor is not differing much between the booths in the study however there are three possible ways to physically approach visitors as a sales representative. The best way has not been established and the visitor interviews gave a mixed result regarding this matter. Although the best way is not found all observed booths missed out on dialogs with prospective customers much due to that full attention was not directed towards the visitors. The authors want to emphasis on the adaptation towards visitor as an important pawn in the exhibiting, some sales representatives automatically does this.

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