Is product or sales service evaluated in electronic word of mouth? a comparative analysis

Electronic Word of Mouth (e-Wom), which has become a popular communication tool with the development of Internet technologies and Web 2.0 platforms, has become an important source of information by many consumers. E-Wom has a strong impact on consumers' search, evaluation and decision-making behavior. Consumer reviews are product information that they produce on the Internet based on personal experience of consumers and constitute one of the most common forms of e-Wom. Today, many e-commerce platforms provide reviews and star rating to enable consumers to share their experiences on the products or services they purchase. Online users make purchase decisions based on the opinions of other users through their online reviews. The purpose of this study is to answer the question of whether the comments about the consumer goods are related to the product or the service offered for the sale of the product. Consumer reviews and star ratings on e-commerce sites can go beyond the product for some product groups and lead to comments on the service provided for product sales. For some product groups, direct comments on the properties and quality of the product are produced. In this research, text mining analysis will be used to analyze product reviews and star ratings. The resulting data set will be analyzed by WordStat® software. According to the results obtained; in the comments made to specific product groups, contribution will be made to the development of platforms in order to differentiate comments on the services offered for the sale of products and products. It is foreseen that the results obtained from this study will contribute to the literature with the comments of the specific product groups and with the categorical interpretation and evaluation suggestions to the practice.