Keeping Up with Khaleeji Influencers: The Impact of Khaleeji Influencers on Self-Image, Social Comparison, and Beauty Ideals in Young Saudi Women

Abstract

This dissertation explores how Khaleeji beauty influencers on Instagram impact the self- image, emotional wellbeing, and consumer behaviour of young Saudi women. Drawing on Festinger’s (1954) Social Comparison Theory, the study investigates how idealised representations of beauty and lifestyle, particularly when presented by culturally relatable influencers, shape followers’ perceptions and behaviours within Saudi Arabia. Using a qualitative design, the research involved twelve semi-structured interviews and eight visual diaries with Saudi women aged 21–30 (Mage = 24.00, SD = 2.89). Thematic analysis following Saldaña’s (2021) method revealed two overarching themes: (1) Khaleeji vs. Western Influencer Appeal and (2) Impacts of Social Media Platforms. Findings show Khaleeji influencers are both aspirational and relatable, intensifying upward social comparisons and internalisation of beauty ideals. Many participants reported psychological strain, self-monitoring, and changes in purchasing behaviour, including engagement in cosmetic procedures. Cultural and religious values shaped participants’ interpretations of beauty content. Many experienced conflict between modesty norms and glamorous influencer portrayals, especially among hijabi women facing identity dissonance. Religion also acted as a protective filter, guiding selective content engagement and fostering emotional resilience. This study offers a culturally grounded contribution to influencer marketing literature, emphasising how social comparison, digital beauty culture, and local values intersect in non-Western contexts. It provides practical recommendations for influencers, brands, and social media platforms to foster ethical, inclusive, and culturally sensitive content.