Deike Schulz

Professor Organisations and Social Media at NHL Stenden University of Applied Sciences

Deike Schulz is a professor at the Organisations and Social Media (OSM) research group and investigates the impact of online communication on organisations and society. Her work focuses on developing media solutions and interventions that contribute to responsible leadership, digital citizenship and media literacy.

Originally from the German Wadden Sea island of Juist, she moved to the Netherlands in the 1990s to study Media Art. After a period as an entrepreneur and project manager in ICT and web design, she moved into higher education in 2002. Her PhD research at the Nijmegen School of Management focused on legitimacy and communication within online influencer communities. This led to innovative methodologies for social media research and new education modules for higher professional education.

Her current research integrates themes such as online communities, a value-driven influencer economy and digital citizenship within an overarching framework. Together with her fellow researchers in the OSM research group, Deike initiates leading higher professional education initiatives such as the European Influencers Academy and the Media Investigation Lab.