An Overview of Virtual Business Events

Abstract

The global COVID-19 pandemic has necessitated a fundamental shift in business events. As lockdown measures removed the viability of air travel and in-person events, organisations have had to transition to virtual alternatives. Prior to the pandemic, the literature showed that the events industry has traditionally been slow to adopt technological innovations, being apprehensive to virtual events in general. On the research side, it is perhaps unsurprising then that literature on virtual events remains lacking. To address the growing importance of understanding the virtual events landscape, this chapter provides a cursory overview of virtual business events. A virtual events continuum is conceptualised to clarify the differences between the different types and platforms on which virtual substitutes of events or conferences can take place. Two virtual events are also presented as case studies, from which key takeaways and learning lessons are synthesised for future event organisers and researchers.