Abstract:

Marketing focused on students or young professionals requires strategies based on social media content and the creation of value through it. In the case of the energy drinks category, the challenge is to provide content and messages that connect with the dynamic and active lifestyles of its consumers (Buchanan et al., 2018; Euromonitor, 2021). In this context, it is very important to understand what type of content has the greatest opportunity to create an effect on customer satisfaction, brand loyalty, repurchase intention and to generate positive e-wom. Previous studies have recognized the relationship between product or service value and its positive effect on customer satisfaction and repurchase intention in both mobile commerce (Chopdar & Balakrishnan, 2020) and social commerce (Gan & Wang, 2017); while other studies have investigated the influence of value dimensions (utilitarian and hedonic value) on loyalty and satisfaction (Kim & Lee, 2018).