Social networks have simplified the social interaction among its users. However, some social networks attracted many users in its early stages, but over time experienced a drastic fall in their number and loyalty, and ultimately got shut down. Even though it's a relatively new phenomenon, numerous studies are dealing with the disclosure of the motives behind the level of social networks usage because the number of active and loyal users has an exceptional value for the network. The purpose of this thesis is to understand the factors that affect the level of social networks usage. Factors are defined on the basis of two theoretical models (technology acceptance model and usage and gratifications model). The factors that make the basis of this thesis are: perceived usefulness of using social networks and the level of hedonistic satisfaction that one gets by using social networks. The components of the functional utility are perceived ease of use and perceived usefulness. Components of hedonistic pleasure are social affiliation, entertainment and escape from reality. Research was made based on the impact of mentioned factors (independent variables) on the level of social networks usage (the dependent variable), through an online survey. Data was analysed using regression analysis in the SPSS system. The research found that behind the level of social networks usage are hedonistic and functional factors, but that social affiliation, perceived ease of use (in the form of skills required to use the technology) and perceived usefulness (in the form of information obtained by using the technology) had a statistically significant positive impact on the level of social networks usage.