Abstract Book of the 9th International Conference on Management, Economics and Finance
Year: 2025
[PDF]
“Box” Approach for the Description of Dynamic System: Immersive Marketing
Nadiia Artyukhova, Artem Artyukhov
ABSTRACT:
This work introduces a novel “black, gray, and white box” approach for describing and analyzing the dynamic system of immersive marketing. Immersive marketing, utilizing virtual and augmented reality technologies, creates complex interactions between technology, user experience, and business goals. Traditional “black box” approaches, which treat the system as a single, opaque entity, fail to capture the nuances of these interactions. Conversely, overly granular “white box” approaches can become unwieldy and obscure the overall system dynamics. This paper argues for a balanced perspective, employing a “gray box” methodology that reveals key internal structures and processes without sacrificing a holistic system understanding. The “black, gray, and white box” framework allows for a multi-layered analysis of immersive marketing. The “black box” level considers the overall impact of immersive experiences on consumer behavior and brand perception without delving into specific mechanisms. The “gray box” level then explores key components and their interrelationships, such as the technological platform, the narrative design, and the user interface. This level identifies critical feedback loops and emergent behaviors within the system. Finally, the “white box” level, used selectively, allows for a deeper investigation of specific elements, such as the algorithms driving user engagement or the physiological responses to virtual stimuli. The “black, gray, and white box” approach offers a valuable tool for navigating the complexities of immersive marketing and maximizing its effectiveness.
Keywords: black box, brand, gray box, multi-layered analysis, white box