Werner H. Kunz is Associate Professor of Marketing and Director of the digital media center at the University of Massachusetts. He received his doctorate from Ludwig-Maximilians-University Munich. His research interests are in social media, social networks, innovation, and service research. His work has been published in, amongst others, the International Journal of Research in Marketing, British Journal of Management, Journal of Business Research, Journal of Service Management, and Computational Statistics and was multiple times awarded. Werner Kunz is, amongst others, member of the editorial board of the Journal of Service Management, Journal of Service Marketing, and Journal of Business Market Management and he is the current chair of the Service Research Special Interest Group (SERVSIG) of the American Marketing Association (AMA).