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Resumo A troca de informacoes, conhecimentos e experi e ncias sobre as marcas, bens e servicos entre os consumidores na internet e conhecida como boca a boca eletronico ou e- Word of Mouth ( eWOM ). A autoexpressividade do consumidor foi associada ao aumento da interacao social na rede social Facebook, por meio do compartilhamento de videos de campanhas publicitarias. Para tanto, fatores como autoexpressividade, autocongru e ncia com a marca, nivel de envolvimento do consumidor com a categoria de produtos e valor de entretenimento da mensagem poderao estar relacionados ao compartilhamento de videos empresariais. Desse modo, foi investigado se a autoexpressa o e um dos motivadores para o compartilhamento de videos em redes sociais. Nesta pesquisa aplicou-se um questionario por meio de mensagens enviadas para consumidores que compartilharam dois videos em duas paginas distintas da rede social Faceboook. As hipo teses testadas nesta pesquisa, em uma analise estrutural geral, tiveram o valor de entretenimento da mensagem e o nivel de autocongru e ncia com a marca nao rejeitados pelos ca lculos estat isticos e tiveram o poder de explicacao de 35,7% (r 2 0,357) relacionados a autoexpressao. Apesar do resultado, nao pode ser comprovada a autoexpressao como dimensao inovadora de motivacao para o compartilhamento espontâ neo de v ideos em redes sociais. Palavras-chave: Autoexpressao. Compartilhamento espontâneo de videos. Comunicacao eWOM . Rede social. Estrategia inovadora de comunicacao. S elf-expression as motivation of innovative dimension in video sharing in social networks  Abstract The exchange of information, knowledge and experience about the brands, goods and services among consumers on the internet is known as mouth-to-mouth electronic or e-Word of Mouth (eWOM). Consumer self-expression was associated with increased social interaction in the social network Facebook, through the sharing of video advertising campaigns. Therefore, factors such as self-expression, self-congruence with the brand, the consumer's level of involvement with the product category and the message of the entertainment value, may be related to the sharing of corporate videos. Thus, it was investigated if the self-expression is one of the motivators for sharing videos on social networks. This research applied a questionnaire through messages sent to consumers who shared two videos in two different pages Facebook social network. The hypothesis tested in this study in a general structural analysis have the entertainment value of the message and level of self-congruence with the brand not rejected by statistical calculations, and had the power to 35.7% explanation (r 2 0.357) related to self-expression. Despite the result it can not be proven self-expression as an innovative dimension of motivation for spontaneous sharing videos on social networks. Keywords: Self-expression. Spontaneous sharing videos. Communication eWOM. Social network. Innovative communication strategy.

A autoexpressão como dimensão inovadora de motivação no compartilhamento de vídeos em redes sociais