The magazine publisher teamed up with independent research agency Clear to question a thousand women aged 18 to 44 about the ways they communicate.
The research, which will be launched to Bauer's advertisers at an event today (14 October), examines how brands can engage with a female audience across print and digital platforms.
It claims women use social networks like Facebook to create an outward persona, which is shaped by the brands they choose to "like".
The publisher also reports that the ways women engage with brands and media on Twitter contrasts with their engagement on Facebook.
Lucie Cave, who was appointed as editor of Heat last month, said: "Twitter users are generally much more acerbic and often ruder in their comments whereas Facebook users are gentle and genuinely seem to want advice."
Bauer said busy women have replaced full conversations with "snack" chats through mediums like BlackBerry Messenger, and that women’s conversations are more multi-topical and interactive than those of men.
The research found that women fit into one of five categories: northern star; queen bee; socialite; social listener; and little sister.
According to the findings, most women are social listeners, who actively listen to the opinion of others, and can therefore be influenced by brands.
But the most influential groups of women are northern stars and socialites, who have the power to influence their friends and wider groups with brand messages.
Magazines with a strong opinion and voice take an active role as influencers and can be a great springboard for brands to enter women’s conversations, according to the research.
Jane Bruton, editor-in-chief of Grazia, said: "When something's in Grazia people listen and talk about it – an item on our 'Get It Before It Goes' pages sells out in seconds, and if we say friendship bracelets are in there's a sudden rush on them."
Lisa Burrow, editor of Closer, said: "By regularly highlighting successful brands we bring them into women’s consciousness and conversation."
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