The concept of “ value” in a business is a potential product or service that a business promises to deliver to the customer and in general, it is the reason why a customer chooses a brand and prefers it over competing brands. In recent years, with the increasing presence of consumers in social networks, it has become possible to access data related to the interests and expected values of consumers. The purpose of this study is to identify the components of value, in order to create and present value to the customer, using the analysis of comments and content produced by consumers in social networks. For this purpose, 41, 904 customer comments, regarding the "cell phone" product were collected from the Digikala online store site and analyzed using "big data analytics" methods (Opinion Mining and Latent Dirichlet allocation). According to this study, five main groups of values were detected: 1. Functional values, 2. Economic values, 3. Qualitative values, 4. Emotional values, 5. Social values. Also, the components related each group was identified. The results show that by using big data analytics, a clearer picture of the customer's expected values can be obtained with more speed and less waste of resources, in order to provide products tailored to the needs and desires of the consumer.