FOMO a jeho využití v marketingu se zaměřením na e-shop premioveznacky.cz

The bachelor thesis focuses on FOMO (Fear of Missing Out) and its use in marketing in the Czech market. The thesis determines which of the marketing strategies using Fear of Missing Out have the greatest success and response among social network users. The aim is to determine the best marketing tools applicable to the e-shop premioveznacky.cz in order to achieve higher profits for the company. The theoretical part explains FOMO and describes its history in marketing. It also discusses different marketing strategies of companies using this phenomenon. The practical part then focuses on primary data collection using quantitative research. In an online survey, randomly selected respondents answer questions dealing with social networks and marketing tools using the FOMO phenomenon. The data are further processed using mathematical and statistical methods. The qualitative research is conducted through an in-depth interview with a manager. From the research results, recommendations are made that the company can apply in its marketing strategy.