Fenomen straha od propuštanja na društvenim mrežama i utjecaj na potrošačko ponašanje korisnika

Kovačević, Izabela

undergraduate thesis

Fenomen straha od propuštanja na društvenim mrežama i utjecaj na potrošačko ponašanje korisnika

Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. urn:nbn:hr:251:537890

Kovačević, Izabela

Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

Cite this document

APA 6th Edition

Kovačević, I. (2024). Fenomen straha od propuštanja na društvenim mrežama i utjecaj na potrošačko ponašanje korisnika (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:537890

MLA 8th Edition

Kovačević, Izabela. "Fenomen straha od propuštanja na društvenim mrežama i utjecaj na potrošačko ponašanje korisnika." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:537890

Chicago 17th Edition

Harvard

Kovačević, I. (2024). 'Fenomen straha od propuštanja na društvenim mrežama i utjecaj na potrošačko ponašanje korisnika', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 16 January 2025, https://urn.nsk.hr/urn:nbn:hr:251:537890

Vancouver

Kovačević I. Fenomen straha od propuštanja na društvenim mrežama i utjecaj na potrošačko ponašanje korisnika [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2024 [cited 2025 January 16] Available at: https://urn.nsk.hr/urn:nbn:hr:251:537890

IEEE

I. Kovačević, "Fenomen straha od propuštanja na društvenim mrežama i utjecaj na potrošačko ponašanje korisnika", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:251:537890

Cite this item: https://urn.nsk.hr/urn:nbn:hr:251:537890

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Metadata

Title	Fenomen straha od propuštanja na društvenim mrežama i utjecaj na potrošačko ponašanje korisnika
Title (english)	The phenomen of fear of missing out on social media and its impact on consumer behavior
Author	Izabela Kovačević
Mentor	Iva Buljubašić (mentor)
Mentor	Snježana Barić-Šelmić (komentor)
Granter	Josip Juraj Strossmayer University of Osijek Academy of Arts and Culture in Osijek Osijek
Defense date and country	2024-08-29, Croatia
Scientific / art field, discipline and subdiscipline	INTERDISCIPLINARY FIELDS OF ART
Abstract	U ovom se radu istražuje transformacijski utjecaj Web 2.0 tehnologija na društvene dinamike i marketinške strategije s posebnim naglaskom na fenomen straha od propuštanja (FOMO). Počevši s pregledom nastanka World Wide Weba i njegovom Web 2.0 fazom, istraživanje se bavi razvojem, karakteristikama i rasprostranjenim alatima i aplikacijama povezanim s Webom 2.0. Središnji dio istraživanja čine implikacije društvenih aspekata Weba 2.0 posebice kroz prizmu društvenih mreža. Posebna pozornost posvećena je psihološkim aspektima FOMO fenomena istražujući njegovu poveznicu sa suvremenim društvom i njegovu vezu s korištenjem društvenih medija. U radu je uveden pojam „fomzumerizam", a riječ je o teorijskome okviru koji objašnjava fenomen potrošačkog ponašanja u online okruženju. Nadalje u istraživanju se analiziraju načini na koje se FOMO integrira u marketinške strategije pružajući uvid u učinkovite primjere i pristupe u suvremenim digitalnim marketinškim kampanjama. Koristeći širok spektar znanstvenih izvora, istraživanje ističe duboki utjecaj Weba 2.0 na društvene obrasce ponašanja i komercijalne strategije. Rad sažima ključne spoznaje iz područja tehnologije, psihologije i marketinga kako bi osvijetlio kompleksnu interakciju među tim fenomenima digitalnog doba.
Abstract (english)	This paper investigates the transformative impact of Web 2.0 technologies on social dynamics and marketing strategies, with a special emphasis on the phenomenon of Fear of Missing Out (FOMO). Starting with an overview of the inception of the World Wide Web and its Web 2.0 phase, the research delves into the development, characteristics, and widespread tools and applications associated with Web 2.0. The core of the study focuses on the social implications of Web 2.0, particularly through the lens of social networks. Special attention is given to the psychological aspects of the FOMO phenomenon, exploring its connection to contemporary society and its relationship with social media usage. The concept of „fomsumerism" is introduced in the paper, providing a theoretical framework that explains consumer behavior in the online environment. Furthermore, the research analyzes how FOMO is integrated into marketing strategies, offering insights into effective examples and approaches in modern digital marketing campaigns. Utilizing a wide range of scientific sources, the study highlights the profound impact of Web 2.0 on social behavior patterns and commercial strategies. The paper summarizes key insights from the fields of technology, psychology, and marketing to shed light on the complex interaction between these phenomena in the digital age.
Keywords
Keywords (english)
Language	croatian
URN:NBN	urn:nbn:hr:251:537890
Study programme	Title: BA in Culture, Media and Management Study programme type: university Study level: undergraduate Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) kulture, medija i menadžmenta (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) kulture, medija i menadžmenta)
Type of resource	Text
File origin	Born digital
Access conditions	Open access
Terms of use
Repository	Repository of the Academy of Arts and Culture in Osijek
Created on	2024-09-19 10:18:04