The objective of this study is to analyse the marketing value obtained from developing and maintaining social relationships through online social networks (OSNs). We propose and test a structural model that considers a number of antecedents to response to advertising, namely social capital, social status and sociability. Data was gathered through the administration of a structured online questionnaire to a sample of 274 online social network users. Results show that social capital derived from participating in OSNs has a positive impact on social status and sociability; in turn this has a positive impact in response to advertising. This study advances theory by analysing the impact of bonding and bridging social capital on both social status and sociability. Additionally, it examines the impact of both of these constructs on response to advertising. The confirmation of the significance of social capital gained though participation in OSNs and its impact on response to ads provides support for the notion that the relationally-oriented and marketing-oriented management of OSNs are compatible. These findings are of great relevance for the appropriate management of company presence on OSNs. Online Social Networks (OSNs) have become a significant phenomenon in human communication and are redefining relationships and communication patterns (Krishnamurthy and Dou, 2008). In spite of being relatively recent, OSNs have drawn the attention of marketing researchers and marketers alike. A relevant implication of this phenomenon pertains to how resources rooted in OSN relationships impact on different dimensions of consumer behaviour. The relational implications probably constitute the most salient dimension of OSNs. Individuals resort to OSNs mainly to enhance their social relationships and interactions, improving their social life performance. The role of OSNs as an important communication tool that contribute to interpersonal interaction is well established.However, there is a dearth of studies on how interpersonal motives influence the use of OSNs. This study attempts to expand our understanding of OSNs, with particular incidence in Facebook use by specifically examining how social capital and sociability impact the response to advertising (Li, 2011;Steinfield, DiMicco, Ellison, Steinfield