ÖZ EFFECT OF ADVERTISING MONITORING BEHAVIOR OF CONSUMERS' BELIEF AND ATTITUDES TOWARDS INTERNET ADVERTISING ABSTRACTThe goal of this research is to analyze the relation between consumers' beliefs and attitudes towards internet advertising and effect of advertising monitoring behavior in Turkey. In theoretical framework it's studied the emergence and internet advertising and study of attitudes towards internet advertising. In research, to analyzed the impact of the belief factors for internet advertising on attitudes towards internet advertising, effect of attitudes on behavioral reactions and has attitudes towards internet advertising mediation role between behavioral reactions and belief factors.