Brand-related consumer to consumer communication, eWOM, is taking place in many forms across the social media space. Rules that governed credibility assessment of brand-related communication, WOM, in the Face to Face context may vary on social media, specifically because of anonymity that is afforded on different social media sites. The current study looks closely on the impact of anonymity in typical eWOM behaviour context on social media by drawing observations from a recent case in point and literature. The paper concludes with a list of relevant factors and propositions that must be tested empirically to draw greater understanding of the phenomenon.