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<p>The coronavirus pandemic has not only awakened established coaches: offering online coaching became necessary and was also implemented within a&#xa0;very short time. Although a&#xa0;trend back to face-to-face coaching can now be observed, online coaching has not completely disappeared from the repertoire. The ZDF-Magazin-Royale program on February&#xa0;24, 2023, with host Jan Böhmermann, focused on developments under the label “online coaching” that alarmed the established coaching industry. Since then, a&#xa0;number of coaches and their associations have been grappling with the question: Should coaches be present on TikTok &amp; Co.? The article summarizes a&#xa0;new media usage behavior and illustrates the effects of the attention economy using a&#xa0;case study (ADHD on TikTok). Finally, some help is provided to make a&#xa0;decision.</p>

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Soll man als Coach auf TikTok & Co. präsent sein?

  • 期刊论文

  • 发表日期：

    2025年11月17日

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  • Thomas Webers

摘要

The coronavirus pandemic has not only awakened established coaches: offering online coaching became necessary and was also implemented within a very short time. Although a trend back to face-to-face coaching can now be observed, online coaching has not completely disappeared from the repertoire. The ZDF-Magazin-Royale program on February 24, 2023, with host Jan Böhmermann, focused on developments under the label “online coaching” that alarmed the established coaching industry. Since then, a number of coaches and their associations have been grappling with the question: Should coaches be present on TikTok & Co.? The article summarizes a new media usage behavior and illustrates the effects of the attention economy using a case study (ADHD on TikTok). Finally, some help is provided to make a decision.