Enhancing New Media Marketing Strategies for Overseas Exhibition Activities: A Case Study of NEPCON China

Jiaqi Wei ()
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Jiaqi Wei: Macao University of Tourism, Faculty of Innovative Hospitality Management

A chapter in Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025), 2025, pp 206-212 from Springer

Abstract: Abstract This study addresses critical gaps in existing literature on overseas exhibition marketing by proposing an Integrated Phased-Engagement Framework, which synthesizes Rogers’ Innovation Diffusion Theory and Hofstadter’s cultural adaptation principles. Through a case study of NEPCON China’s 2024 campaign targeting Southeast Asia and the Middle East, the research demonstrates how industry-specific technical localization, culturally embedded compliance, and extended B2B engagement timelines significantly enhance marketing efficacy. Key outcomes include a 60% increase in international pre-registrations and a 35% rise in exhibitor satisfaction, surpassing industry benchmarks. The framework offers actionable strategies for global exhibitors, emphasizing platform-content alignment, AI-driven micro-targeting, and strategic partnerships. This study bridges theoretical and practical divides in cross-cultural technical exhibition marketing, providing a replaceable model for B2B sectors.

Keywords: Exhibition Events; New Media Marketing; Overseas Markets (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-888-2_21

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DOI: 10.2991/978-94-6463-888-2_21

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