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Technology has changed how we live and communicate. Consumer behavior, in particular, has been greatly influenced by the increasing use of digital media. Word-of-mouth (WOM) communication is often seen as a credible form of communication because it is somewhat consumer-driven. Technology has now created more opportunities for electronic word-of-mouth (eWOM) communication among consumers and companies, as it is an effective and influential method of communication. Consumers like to utilize eWOM, and, perhaps more importantly, trust it as a means of communication. However, not all consumers have the same expectations for this type of communication, nor do they have the same motivations for utilizing it. Generations that have grown up with the internet have different behaviors with and uses of technology. Moreover, men and women often view communication differently. This study focuses on the impact of gender differences in how and why people use eWOM. In particular, it explores the motivation of college students to write product reviews. Implications are drawn from the results and applied to managerial issues.