Özet:

Today, the fact that everyone has the opportunity to spy on each other with social media environments has led to the prevalence of studies on the omnipticon metaphor, which expresses the majority spying on each other, instead of the synopticon metaphor, where the majority spies on the minority. The aim of the research is to reveal the relationship between consumer susceptibility to interpersonal influence and purchasing behaviors of individuals from the perspective of omnipticon. The research data were obtained with a questionnaire, and a purposive sampling type was used, which allows the researcher to select people with the desired characteristics. In this context, only the data collected from 385 participants who stated that they actively use social media were included in the final analysis. According to the research findings, the average of the individuals to the susceptibility to informative effect differs significantly in terms of the frequency of shopping for the products in the clothing and accessory categories. Women are more susceptible to the informative effect than men. On the other hand, the state of caring about the purchasing preferences of others for the products in the clothing and cosmetics/personal care categories is also reflected in the purchasing frequency of individuals. However, omnioptic surveillance and purchasing behaviors of individuals do not indicate a significant difference.

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