Scientists as Influencers: The Role of Source Identity, Self-Disclosure, and Anti-Intellectualism in Science Communication on Social Media

Abstract

As social media become increasingly important for science communication, scientists are grappling with their new role on these platforms. While some have called for the increased presence and training of scientists on social media, others prefer to leverage the influence of social media influencers for science communication. This study explores the effects of source identity (scientist or influencer) and self-disclosure type (personal or professional) on perceptions of authenticity and expertise, as well as parasocial interactions. In an online between-subjects experiment ( N = 1579), participants rated scientists on Twitter as more authentic and qualified than influencers, and rated Twitter profiles with professional self-disclosure as more qualified than profiles with personal self-disclosure. Subsequently, participants indicated stronger parasocial interactions, higher information-seeking intentions, and higher prosocial intentions. Anti-intellectualism was found to moderate these relationships. These findings suggest that scientists can employ certain strategies as they seek to establish themselves and reach wider audiences on social media platforms.