One of the most important and most effective stages in research processes in the field of social sciences is deciding on the application and method to be used. This practice and method also supports the purpose of constructing the problematic and the idea that is wanted to be put forward in line with the purpose, accompanied by hypotheses. The research, which emerged with the organics of the moving structure of the research, will contribute more to the literature. In this study, quantitative research methods used in public relations practices and the relational survey model, which is one of its sub-titles, are discussed. The main purpose of the relational screening model is; while examining the degrees of existing or thought to exist relations between two or more variables, it is simultaneously examining the effects of variables on each other and their changes together. In addition, in this research, information is given about the research method, model, hypotheses, universe-sample selection, what should be done and paid attention in parallel with this selection, data collection and processing, determination of the scales to be used, parameters, reliability and validity checks and analysis stages. In the relational survey model, which is one of the quantitative research methods, it will also be mentioned how the collected data supports the problematic.

Technology has been developing rapidly for a very long time, and this development creates new dynamics in all areas of life. Now, there is almost no area independent from the phenomenon of technology and technological tools. In this context, public relations practices also try to influence people’s purchasing behavior through different tools and applications. Since public relations cannot be considered only as a promotional and image activity, the relationship of the issue with purchasing practices is established in this study. On the other hand, people’s buying behavior is influenced by certain methods. The aim of this article is to examine the effect of fear of missing out (FoMO) on developments, which is a new concept in public relations practices, on individuals’ purchasing behavior through the example of Trendyol. In this study, the extent to which the consumer's FoMO on the activities and life experiences of others affects their purchasing behavior is discussed. At the same time, how demographic structure affects purchasing behavior is also examined. The method of the study is structural equation modeling from a statistical point of view. As a result, the findings show that the increase in the fear of missing out affects purchasing behavior. It has been observed that this does not differ according to gender but differs according to education level and income source.

This study aims to examine the effect of the new concept of FoMO (fear of missing out) and individual awareness of contemporary surveillance practices on the consumer's online purchasing behavior. In this context, the monitoring of the target audience and their guidance in terms of sales practices play an important role for the institutions. With the development of technology in the process, it has become much easier to monitor the target audience. Therefore, the relationship between the facilitation and awareness of surveillance and purchasing behavior is examined in this study. It is claimed that digital technologies are subjected to surveillance in order to identify the target audience, determine their needs and intervene instantaneously in changing conditions. From this point of view, it is examined how the surveillance awareness of the target audience is directed to purchasing behavior by using FoMO as an intermediary factor. In this context, as the target audience spends more time in digital environments, surveillance becomes fluid and time and space boundaries disappear. However, every trace left in digital media turns into data. Data, which is one of the most important parts of contemporary surveillance practices, enables the target audience to be controlled and directed in a much better, efficient and instant way. The direct effects of snooping awareness and fear of missing out on the differentiation in purchasing behaviour and the indirect effect of awareness via fear of missing out were questioned. Mediation analysis based on regression model based on least squares method is applied. In addition, the moderator effect of gender is examined. As a result, the direct effect of the fear of missing out on purchasing behaviour is significant. This effect is positive. Moreover, the effect size differs by gender significantly. The mediating effect of FoMO in the effect of surveillance awareness on purchasing behaviour is significant. The mediation effect size is lower in men.

This study shows that digital media increases internet addiction and FoMO due to the impact of digitalization. As digitalization expands day by day and becomes a platform that can be addressed in its needs such as socialization, people's dependence on the internet is also increasing. Currently, digitalization also uses digital citizenship and digital identity as auxiliary elements. Without digital citizenship and digital identity, the impact of digitalization will also decrease. Digital citizenship and digital identity separate people from the normal and physical world and involve them in the digital plane. In this process, internet addiction is exposed due to the need to socialize, and individuals become even more dependent for socializing reasons. FoMO, on the other hand, is another indicator that addiction is growing. FoMO is increasing digital needs as there is a fear of missing out on the processes that are happening. As a result, internet addiction and FoMO are directly proportional to the increase in digital citizenship and digital identity.

İletişim geçmişten günümüze kadar gelen en temel kavramlardan biridir. Gelişen teknoloji ile birlikte iletişimin bu çağdaki önemi gittikçe artmaktadır. Farklı tanımlamalara sahip olan halkla ilişkiler kavramı, genel itibari ile bir iletişim yönetimi olarak ifade edilmektedir. Halkla ilişkilerde iletişimin etkin olan araçlarından bir tanesi ve en önemlisi etkileşimliliktir. Klasik halkla ilişkiler modellerinde, iletişimin tek yönlü yapısı vurgulanmışken; yeni iletişim kanallarına geçişle birlikte iletişimin yapısal doğası değişmiş ve çift yönlü yeni yapısı açığa çıkmıştır. İlk başlardaki halkla ilişkiler modellerinin tek yönlü ve kurgulanmış yapısının aksine karşılıklı iletişimin ve geri bildirimin ağırlıklı olduğu, hedef kitlenin öneminin fark edildiği yeni modellere önem verilmektedir. Çünkü iletişim hem bireyin hem toplumun tüm yaşam tecrübelerini etkisi altına alarak, halkla ilişkiler alanını çok daha geniş ve etkin bir hale getirmiştir. Bu çalışmanın amacı, tarihte halkla ilişkilerin gelişiminde etkisi olan modellerin iletişim bazlı yapısını ve birbirleri arasındaki ilişkileri incelemek ve sonrasında açığa çıkan yeni iletişim kanalları, özellikle internet ile birlikte dönüşen yapılarını irdelemektir.