The Role of e-WOM in the Adoption of Electric Vehicles in Turkey: A Qualitative Study Based on YouTube Comments

Abstract

Purpose - The aim of this study is to reveal the positive and negative factors affecting the attitude toward electric vehicle (EV) adoption in Turkey through (e-WOM) channels, based on the Theory of Planned Behavior (Ajzen, 1991).
Design/ methodology/approach - The dataset comprises 572 comments under two EV videos on YouTube channel Dolubatarya. These comments were analyzed via content analysis in MAXQDA. Consumer statements were coded and transformed into themes through descriptive analysis.
Findings - The negative factors are “technological concerns,” “economic factors,” “infrastructure issues,” and “safety and trust elements,” while the positive factors are “economic advantages,” “environmental sensitivity,” and “technological advantages.”
Discussion - The findings are consistent with previous studies (Krishna, 2021; Li et al., 2017). Within the Turkish sample, due to the country’s economic structure, the factors of second-hand sales and rapid depreciation came to the forefront. The subthemes of engine life uncertainty, battery durability against impact and precipitation, temperature sensitivity, special consumption tax (ÖTV) increases, and second-hand disadvantages are the unique themes contributed to the literature by this study. Unlike the limited number of qualitative studies in Turkey (Acar & Taşkın, 2024), its focus on consumers provides a direct and distinctive perspective. The findings indicate EV marketers should address economic/technological concerns and infrastructure/safety issues. Furthermore, the results guide policymakers to closely monitor consumer tendencies regarding tax policies. In conclusion, as the first study to evaluate EV adoption attitudes through e-WOM channels, this research fills a gap in the literature and provides valuable theoretical and managerial contributions.