20.500.12556/DKUM-96447 Povezanost med strahom pred zamujanjem, občutkom nujnosti, učinkom pomanjkanja in družbenim dokazom pri odjemalcih v digitalnem okolju The relationship between fear of missing out, urgency effect, the scarcity effect and social proof among consumers in the digital environment V digitalnem okolju so odjemalci nenehno izpostavljeni množici marketinških sporočil, ki poskušajo pritegniti njihovo pozornost s pomočjo psiholoških dejavnikov, kot so strah pred zamujanjem, učinek pomanjkanja, občutek nujnosti in družbeni dokaz. Ti dejavniki se pogosto uporabljajo v kombinaciji, saj podjetja verjamejo, da lahko tako okrepijo vpliv svojih sporočil na odjemalce. Pisno delo se osredotoča na analizo teh dejavnikov in njihovih medsebojnih povezav pri vplivu na nakupne odločitve v digitalnem okolju. Na podlagi empirične raziskave ugotavljamo, da so vsi štirje psihološki dejavniki statistično značilno pozitivno povezani med seboj. Najmočnejša povezava je bila potrjena med učinkom pomanjkanja in občutkom nujnosti, kar kaže na njun skupni vpliv pri spodbujanju impulzivnih nakupov. Ugotovitve so pokazale, da proučevani psihološki dejavniki ne delujejo izolirano, temveč v medsebojnem delovanju pomembno prispevajo k učinkovitosti marketinškega komuniciranja v digitalnem okolju. In the digital environment, consumers are constantly exposed to a multitude of marketing messages aimed at capturing their attention through psychological factors such as fear of missing out, the scarcity effect, the urgency effect, and social proof. These factors are often used in combination, as companies believe this approach enhances the persuasive impact of their messages on consumers. This thesis focuses on the analysis of these factors and their interrelationships in influencing purchasing decisions in the digital environment. Based on empirical research, the results indicate that all four psychological factors are statistically significantly and positively correlated. The strongest correlation was found between the scarcity effect and the urgency effect, indicating their combined influence in eliciting impulsive purchasing behaviour. The findings demonstrate that the examined psychological factors do not operate in isolation but, through their mutual interaction, significantly enhance the effectiveness of marketing communication in the digital environment digitalno okolje psihološki dejavniki strah pred zamujanjem občutek nujnosti učinek pomanjkanja družbeni dokaz. digital environment psychological factors fear of missing out urgency effect scarcity effect social proof. true true false S. Pal] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-01-09 10:53:35 2026-03-12 10:58:27 2026-03-13 03:13:36 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.12:004 271395075 MAG_Pal_Severina_2026.pdf MAG_Pal_Severina_2026.pdf 1 ABDEC6B4E9885663708356BE36E663EA 9c1a7703e9e1405e0aefc4e1730c34632530ba41ac8302edb4e853612cb0c466 ed29d843-0d87-11f1-a5b8-00155d580e1a https://dk.um.si/Dokument.php?lang=slv&id=203529 Ekonomsko-poslovna fakulteta 0 0 0