Given the importance of electronic word-of-mouth (eWOM) in consumer decision making and the great number of possible outlets for eWOM articulation, we focus on why consumers choose a particular eWOM channel. We apply the uses and gratifications approach to channel selection for creating media output. Doing so enables us to explain eWOM channel choice through consumers’ eWOM motives. We find that consumers tend to select eWOM channels that provide gratifications that support their motives for eWOM articulation. These findings can help companies to organize their eWOM management strategies more efficiently and to decide on which channels to focus their efforts.