Behind the lab coat: How scientists’ self-disclosure on Twitter influences source perceptions, tweet engagement, and scientific attitudes through social presence

Abstract

Social media platforms like Twitter offer scientists the opportunity to share professional, personal, and scientific information with the public. This study explores the effects of these self-disclosure types. In an online between-subjects experiment ( N = 1458), participants rated scientists who disclosed personal information as more likable but less competent, and scientists who disclosed professional information as more competent and engaging. Subsequently, these perceptions influenced tweet engagement and certain scientific attitudes. Social presence served as a mediator between self-disclosure and perceptions. These findings broaden our understanding of science communication on Twitter as situated within a social media platform.