Dr Deike Schulz is Professor of Organisations and Social Media. Her expertise lies in the role and impact of online communication on organisations and society. Her research aims to develop impactful on- and offline media solutions that contribute to responsible leadership, digital citizenship and media literacy.
Professor Organisations and Social Media
Research areas:
Deike earned her PhD at the Centre for Responsible Organisation Competencies and Sustainability at Nijmegen School of Management, with a focus on online communication - specifically how legitimacy is judged within online communities. As part of her research, she helped pioneer innovative methods for analysing and understanding social media platforms and influencer communities.
With her creative background, she has a passion for turning complex data into engaging media formats, such as infographics, to make research findings more accessible and visually compelling.
Her research within the professorship reflects a strong commitment to understanding and fostering responsible leadership and digital citizenship, both individually and collectively. This goes far beyond simply analysing online communication. It has led to meaningful projects, events and initiatives such as the European Influencer Academy, the Digital Citizenship Friesland Network, and the Crossover Digital Citizenship collaboration at NHL Stenden.
Research Group: Organisations and Social Media
How do people interact in online communities, and what impact does this have on organisations and wider society? Can influencers carry out their work in an ethical way? What are the effects of polarisation and filter bubbles on society? And what makes content meaningful in the first place? These are some of the central questions the research group explores.
Projects
Podcast NHL Stenden Onderzoekt: Fake news. How do you spot it, and how can we limit its impact?
In this episode, researchers Joyce Kerstens and Deike Schulz join host Hidde Bruinsma to explore how digital deception works, why we fall for it, and what we can do to better protect ourselves. Listen to the podcast!
The research group in the media
Learning to influence with your heart in the right place in Leeuwarden (NL)
Deike Schulz on NPO Radio 1Responsible influencing and the European Influencer Academy (NL)
Deike Schulz on BNR News RadioInfluencers in art lessons (NL)
Article in Kunstzone magazineThe influence of influencers (NL)
Article on HoeZoMediawijs.nlCompletely erasing your online data: should we want that? (NL)
Article in the Leeuwarder CourantWhy we all want to leave X (but don't) (NL)
Article in the Leeuwarder Courant