The new media and convergence had a direct impact on media consumption. Internet, especially Web 2.0 technologies have a major role in reshaping media consumption triggering the experience of a new kind of media production with the new audience in the role of media producer. In this direction, the increasing interest of Turkish Internet users is mainly on social media. Addiction, cultural variables, extravert, introvert and self esteem behavior are critically important variables that effect social media usage. Previous researches have determined the effects of social media usage on personality variables. The purpose of this research is to verify the effects of culture, Internet addiction and personality variables; extraversion, introversion, self esteem in social media usage. This is a pioneering study for social media use in Turkey. The research will create awareness among marketing, e-business, advertising, media, e-commerce professionals,digital media strategists, media producers, content providers, publishers, and online social media users about of the effects of personality variables in social media use.