Measuring Virtual Event Quality (VEQual): Scale Development and Validation

Traditional in-person events are becoming virtual or hybrid events with the rise of more innovative platforms. The market for virtual events has expanded considerably, with a concomitant rise in the demand for research on the nature and dynamics of virtual events. However, research on virtual event quality (VEQual) remains in its infancy, lagging behind the industry’s rise and resulting in a lack of understanding of the concept and how it is measured. This study aims to develop and validate a psychometrically sound and managerially useful instrument for measuring VEQual. This study allows both researchers and practitioners to investigate and operationalize a focal concept, VEQual, contributing to a better understanding of the measurement of various aspects of virtual events.