Together with Michael Haenlein, Professor of Marketing at the business school ESCP Europe, Thorsten Hennig-Thurau were invited to co-chair a two-day workshop on “Word of Mouth and Social Media Marketing in the Digital Era” at the University of Zaragoza in Spain. The event, in which ten doctoral students and professors presented their work in the field and got feedback from the audience and the co-chairs, was organized by Professor Dr. Julio Jiminez Martinez from the local university, who made sure that his guests got a good understanding of the university and also the regional culture – including tasty tapas, of course. Prof. Hennig-Thurau also presented a paper at the event, in which he presented insights on a pretty unique group of “consumers”: the word of mouth of movie stars!