Internet access is on the increase, online communities are developing at a high rate and other forms of virtual relationship are growing in Brazil, making the computer web a part of our daily routine and communication. The word-of-mouth as a form of advertisement has always influenced the consumers since the origins of commerce. Asking acquaintances about a product has invariably been a good option to receive good tips on shopping. With the creation of the Internet, the online word-of-mouth (eWOM) came along, changing this dynamics a little bit. Nowadays, despite not knowing who posts an online feedback, the consumer trusts it. In this study several types of online word of mouth communication channels were analyzed in search for a way to measure consumers trust in the eWOM. Using a similar method, socialization and the desire to help others were measured in order to know whether this behavior influences the production of online feedback. The data gathering for this evaluation was carried out through an online questionnaire, answered by Internet users. This data made it possible to analyze the frequency of eWOM exposition and how trusting in it influences the consumers shopping behaviour.