The role of influencers in producing public outreach content and simplifying science via digital platforms and its impact on their reputation, scientific and professional career (Sagan effect)

The study aimed to explore several different dimensions, clarifying the nature of how specialists in various scientific fields use social media platforms to simplify science for the general public, known as "public outreach". It highlighted potential mediating variables that may contribute to or mitigate the emergence of the Sagan effect. The study was applied to a purposive sample of expert influencers from different age groups, with a sample size of 361 individuals. This was within the framework of a developed integrative model combining the modern uses and effects model and the diffusion of innovations theory, which aligns with the nature of digital platforms. The current study's results revealed that the use of social media platforms by expert influencers positively impacts knowledge dissemination. However, there are challenges related to rapid and superficial content, criticism, and maintaining professional reputation. These challenges can be overcome by diversifying content delivery strategies and tailoring messages to audience interests. The researcher explained that scientists and experts could overcome challenges associated with simplifying science for the general public. By providing training, collaborating with media experts, using multimedia, and verifying information, they can deliver simplified and reliable scientific content that contributes to raising scientific awareness among the public.