The thesis deals with the repurchase intention on social media platforms based on short video content (such as TikTok and Instagram). In the literature, it is stated that video content as a marketing tool in digital marketing has an increasing role and influence on attracting consumers in the purchase process and especially on the intention to purchase and repeat purchases. So far, the literature has found that users of social platforms respond better to videos that have more "biographical" communication, prefer videos on company websites, and rate products or services better. Furthermore, the video content should encourage a sense of security in the buying process, especially in the phase of searching for information and evaluating alternatives, which leads to the purchase and repeat purchase of the product. According to a recent study by Lin et al. (2022) consumer satisfaction and loyalty have a positive influence on repurchase intention, and video content on social media platforms plays a key role. Through video content, a relationship is created between the consumer and the brand that uses video content as a form of content on social media. In the context of Croatian consumers, it is still unknown what role short video content plays in the intention to repurchase on social media. Therefore, primary research was conducted using a survey questionnaire on a purposive convenience sample of 203 respondents who use social media platforms based on short video content (such as TikTok and Instagram). The results showed that the respondents used different social media platforms of smartphones and computers on a daily basis. It is important to point out that, since the participants in this research are over 18 years old, there is a need to research this topic among a younger population that uses video content sharing platforms to a much greater extent. The participants in this research are mostly undecided, they neither agree nor disagree with most of the statements, but they strongly disagree with the statement that products sold through social media with video content are of high quality. Considering the obtained results, it is recommended to conduct additional research in order to reveal the repurchase intention of users on social media based on short video content.