WATCH NOW: Web Videos as a Source of Online Information for Consumers

This paper aims to classify web videos of products and services shared in cyberspace. For the data collection it was adopted a qualitative and an exploratory method. It was used an in-depth interviews and non-participant observation. The interviews were done with consumers who recognize the web videos as a source of information on products and services; and the non-participant observation was done with videos in the virtual sharing environment. As a result it is showed a characterization of sharing environment and consumer information in web videos (explorer, diffuser, opinionated, generator and activist), as well as web videos identification into three classes: Entertainment, Informational and Testimonials, divided into 14 categories. It was suggested three managerial implications: a) the relevance in monitoring this media to understand public perception towards brand, product or service; b) the relationship strengthening with consumers; and c) the strategies planning that stimulate the production of positive web videos