Examining Physician Credibility in the Age of Social Media: A Cross-Cultural Analysis

ABSTRACT The rise of social media has sparked discussions about potential risks to health professionals’ reputations and employment. However, its impact on professional credibility and the health professional-client relationship remains underexplored. This study examines how personal disclosure on health professionals’ Instagram profiles influences their credibility and affects client perceptions across cultural contexts. Using a controlled field study, participants from Kuwait and the US reviewed randomly assigned mock Instagram profiles of health professionals, varying by gender, intensity of social media use, and level of personal disclosure. Participants rated credibility on a visual analog scale, with analyses testing its effect on their willingness to become clients. Results indicate that personal disclosure significantly influences credibility but in culturally distinct ways. In Kuwait, profiles with higher personal disclosure increased perceived credibility, while in the US, they lowered it. Overall, greater personal disclosure negatively impacted willingness to be a client, with credibility mediating this relationship. US participants were less likely to seek services from professionals they deemed less credible, while Kuwaiti participants showed the opposite trend. These findings highlight the role of cultural context in shaping digital reputation management, providing critical insights for healthcare professionals navigating social media use.