Deike Schulz grew up on Juist, the most beautiful sandbank in the world. In the 1990s, she moved to the Netherlands to study Media Art. She later founded a web agency and then transitioned to higher education, focusing on online media and digital innovation. Schulz holds a PhD from the Centre for Responsible Organisation Competencies and Sustainability at Nijmegen School of Management centred on online communication, particularly legitimacy judgments in online communities. As part of her research, she played a pivotal role in developing innovative methodologies for analysing and comprehending social media platforms and influencer communities. She now leads the Organisations and Social Media professorship at NHL-Stenden University of Applied Sciences, working alongside fellow academics, students, and external stakeholders in researching online communication's impact on organisations and society. Central to her research is a relentless commitment to understanding and promoting responsible leadership and digital citizenship on both an individual and collective level, going beyond the realms of online and offline spaces.