Integration of a causal map and social network analysis to predict the performance of intelligent exhibit marketing

Personalization marketers in the intelligent exhibit marketing environment are expected to experience growth in the future for the purpose of enhanced competitiveness in the exhibit industry. Existing studies are preoccupied with technical factors, but it is also necessary to consider causal relationships among various influence factors in order for intelligent exhibit marketing to be successfully used in the exhibit industry. In this regard, the study was focused on extracting various factors that influence intelligent exhibit marketing through literary research and conducting empirical analysis through the use of a causal map (CM) simulation and social network analysis with an aim to produce meaningful suggestions.