The study that intended to following the brands' Facebook pages by women within the framework of the uses and gratifications theory

In this study, the person's positioning across the mass communication tools is handled with their own conscious media choices according to their needs and desires. In the context of consumption society arguments, the process of person's transformation from audience to consumer is discussed within the historical background of the advertising which is one of the basic tool of this process. Herewith the new communication technologies, the virtual communities have been the part of daily life so this communities' positioning for the consumers are examined in the focus of advertising practices. The survey which is prepared according to the study's objective questions is answered by the sample; the women who are the internet users. The access way of the sample is chosen as the technique of snowball sampling and the answers of the sample are evaluated in the context of The Uses and The Gratifications Theory. Key Words: Social networks, advertising, women consumers, The Uses and The Gratifications Theory