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Rich Overnight? A Critical Review of Online Business Coaching in Germany

In: Digital Management to Shape the Future

Author

Listed:
  • Jonas Polfuß

    (IU Internationale Hochschule)

Abstract

On platforms such as YouTube, Instagram, and TikTok, offers promising straightforward strategies for rapid wealth for aspiring entrepreneurs are ubiquitous. More and more self-proclaimed sales gurus and business coaches are marketing seminars and workshops on social media, some with significant price tags. What exactly are the coaching services these providers offer and what marketing strategies do they use? Are their business coachings as questionable as several media reports suggest, and is it possible to discern from the outside whether a provider is credible? This study examines select coaching services in Germany, focusing on their program offers and advertising tactics, their testimonials and customer reviews, and their website and social media data. The paper discusses what traditional and established training providers can learn from the rapidly emerging coaching firms and which aspects of online business coaching require exploration in future research.

Suggested Citation

  • Jonas Polfuß, 2024. "Rich Overnight? A Critical Review of Online Business Coaching in Germany," Springer Proceedings in Business and Economics, in: Richard C. Geibel & Shalva Machavariani (ed.), Digital Management to Shape the Future, pages 127-142, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-66517-2_10
    DOI: 10.1007/978-3-031-66517-2_10
    as

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