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master's thesis
ANALIZA FENOMENA STRAHA OD PROPUŠTANJA (FOMO) U UPRAVLJANJU MARKETINGOM
Diplomski rad
2022. urn:nbn:hr:145:984630
Šarčević, Ana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Šarčević, A. (2022). ANALIZA FENOMENA STRAHA OD PROPUŠTANJA (FOMO) U UPRAVLJANJU MARKETINGOM : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:984630

Šarčević, Ana. "ANALIZA FENOMENA STRAHA OD PROPUŠTANJA (FOMO) U UPRAVLJANJU MARKETINGOM : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:984630

Šarčević, Ana. "ANALIZA FENOMENA STRAHA OD PROPUŠTANJA (FOMO) U UPRAVLJANJU MARKETINGOM : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:984630

Šarčević, A. (2022). 'ANALIZA FENOMENA STRAHA OD PROPUŠTANJA (FOMO) U UPRAVLJANJU MARKETINGOM : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 01 August 2024, https://urn.nsk.hr/urn:nbn:hr:145:984630

Šarčević A. ANALIZA FENOMENA STRAHA OD PROPUŠTANJA (FOMO) U UPRAVLJANJU MARKETINGOM : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2024 August 01] Available at: https://urn.nsk.hr/urn:nbn:hr:145:984630

A. Šarčević, "ANALIZA FENOMENA STRAHA OD PROPUŠTANJA (FOMO) U UPRAVLJANJU MARKETINGOM : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:984630

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Metadata
TitleANALIZA FENOMENA STRAHA OD PROPUŠTANJA (FOMO) U UPRAVLJANJU MARKETINGOM : Diplomski rad
Title (english)ANALYSIS OF THE FEAR OF MISSING OUT (FOMO) PHENOMENON IN MARKETING MANAGEMENT : Graduate paper
AuthorAna Šarčević
MentorIvan Kelić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2022-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Trendovi u digitalnom svijetu nameću istraživanje novih fenomena i pojava, a jedan od tih fenomena je strah od propuštanja. Svrha ovog rada je razumjeti čimbenike i motivaciju potrošačkog ponašanja te proces donošenja odluka o kupnji uz utjecaj straha od propuštanja. Za potrebe rada provedeno je anketno ispitivanje preferencija potrošača u virtualnom svijetu s fokusom na učestalost korištenja društvenih mreže te reakcije na promocijske poruke prilikom online kupovine. Fenomen straha od propuštanja promatran je kroz prizmu poslovnog subjekta odnosno marketinških stručnjaka te kroz prizmu potrošača. Čovjek je društveno biće te iz toga polazi primarna ljudska potreba za pripadanjem, nitko se ne želi osjećati izolirano ili izostavljeno i upravo su to temeljne odrednice na kojima počiva strah od propuštanja. Rezultati istraživanja pokazali su utjecaj određenih promocijskih apela koji izazivaju strah od propuštanja u odnosu na motivaciju potrošača, no postojala su određena ograničenja za istraživanje. Izazovne situacije u kojima se čovječanstvo nalazi svakako će utjecati na promjene u razmišljanju i ponašanju potrošača, a vrijeme će pokazati hoće li ići u prilog strahu od propuštanja.
Abstract (english)
Trends in the digital world require the investigation of new phenomena and one of these phenomena is the fear of missing out. The purpose of this paper is to understand the factors and motivations of consumer behavior and the process of making purchase decisions under the influence of fear of missing out. A survey of consumer preferences in the virtual world was conducted for the work, with a focus on the frequency of using social networks and reactions to promotional messages when shopping online. Fear of missing out was observed through the sight of a business entity, namely marketing experts, and through customers' minds. A human being is a social being, and through this, the basic biological need for belonging stems. Nobody wants to feel isolated or excluded, and these are the fundamental determinants that influence the fear of missing out. The study's findings revealed the impact of certain promotional appeals that cause fear of missing out on consumer motivation, but there were some limitations to the study. The demanding situations in which humanity finds itself will undoubtedly affect changes in consumer thinking and behavior, and only time will tell whether it will work in favor of the fear of missing out.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:984630
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-03-15 11:19:52