Specialized fairs in international marketing: The role of fairs for the furniture sector

Fairs are an important promotion tool that plays a critical role in international marketing strategies. In the process of globalization, international fairs are gaining importance for companies. The participation of business in fairs is an important factor in evaluating the advantages and disadvantages of fairs. Therefore, in order to understand the effects of international fairs on companies, the relationship between the fairs and the exhibitors should be taken into account. This study focuses on the furniture sector and examines the impact of the activities before, during and after the international furniture fair on the fair performance. In line with the information, the study was associated with the quantitative research results of the survey conducted online with the participating companies of the fair named "International Istanbul Furniture Fair (IIFF2024)" held in Istanbul. With the survey study with 289 exhibitors, correlation and regression analysis were carried out. According to the result of Pearson correlation analysis, which was conducted to see the relationship between the variables, there is a moderate positive relationship between the independent and dependent variables and it is statistically significant. According to the results of the regression analysis, it is concluded that the studies before, during and after the international furniture fair have a positive and significant effect on the fair performance. Keywords: Fairs, International Marketing, Promotion Mix, Furniture Industry