sbr 67 ABSTRACT 1. I NTRODUCTION The increased speed and ease of information distribution brought about by the Internet has magnified the possibilities for electronic word-of-mouth (eWOM) articulation (Del- larocas (2003)). Consumers express product-related information to other consumers for RELATING EWOM MOTIVES TO EWOM CHANNEL CHOICE - WHY DO WE POST WHERE WE DO?** * Henning Kreis, Assistant Professor of Market Communications, Freie Universität Berlin, School of Business & Economics, Marketing Department, Arnimallee 11, D-14195 Berlin, E-Mail: henning.kreis@fu-berlin.de, Phone: +493083854460; Sabrina A. Gottschalk, Postdoctoral Researcher, Freie Universität Berlin, School of Business & Economics, Marketing Department, Arnimallee 11, D-14195 Berlin, E-Mail: sabrina.gottschalk@ fu-berlin.de, Phone +4930 838 54773. ** The authors would like to thank Sibel Siray and Alexander Mafael, as well as two anonymous reviewers and the editors for their valuable feedback on earlier versions of this paper.