Factors affecting the user in social media choices

The general objective of this dissertation is to compare the demographic structure of the social media users, their purposes for using specific social media tools, their behaviors in social life and in social media environment. In the first part, the question "what are the reasons for using social media and why do people choose to use certain social media tools" is analyzed. In the second part, the issues like the history of social media, why its a necessity for people and with which technological structure, and the most popular social media tools in Turkey have been identified. Changes in the term "communication" from being a traditional term to a new communication tool for people is taken into account along with terms like perception, conscious and unconscious. In the third part, a survey has been conducted with 700 people face to face, under the consultancy of Method Research Company. According to the results of this survey, the editors have eliminated some surveys that may be harmful for the authenticity of the research and the final number is diminished to 616 surveys. Within this survey, demographic structure of social media users, duration of the daily internet usage, duration of using social media and Psychological Analyze Questions are also included so as to study the behavior patterns of social media users. All behavior patterns are analyzed according to sex, current residency, education background and age groups. In the final part, there are two sections including results and recommendations. In the result part, research data about general usage, preference and user behaviors are evaluated. In the recommendation part, some recommendations are presented on how to come up with social media strategies in institutions according to the behaviors of the social media users.