The Mediating Role of Curiosity and Mimetic Desire in the Relationship Between Influencer Source Characteristics and Purchase Intention toward Beauty Products among Saudi Women

Abstract

Abstract Influencer source characteristics have emerged as one of the most salient persuasive criteria shaping consumers’ product evaluations and purchase intentions. (Iqbal et al., 2023; Schouten et al., 2020; Ferreira et al., 2024). Despite the acknowledged efficacy of social media influencers, beauty products are still predominantly purchased offline, particularly in Saudi Arabia one of the largest beauty markets in the Middle East, where offline purchasing persists despite high digital engagement (Al Taasis, 2024; Bizmark, 2025).This is primarily due to the failure to fully exploit the holistic power of influencer source characteristics, particularly through cognitive persuasion. The lack of such persuasion, which delivers rational, judgmental, and reasoned cues about product quality and suit- ability, makes it difficult for consumers to evaluate sensitive items, like beauty products (Park et al., 2021). This suggests that when consumers search for beauty products online, influencers often fail to provide sufficiently cognitively persuasive communication regarding marketed products. To reduce consumers’ concerns about beauty products in social media contexts, it is therefore crucial to strengthen cognitive persuasion mechanisms derived from influencers’ source characteristics. Accordingly, this thesis examines how different cognitive mechanisms specifically curiosity and mimetic desire mediate the relationship between holistic influencer source credibility (expertise, trustworthiness, and physical attractiveness) and source attractiveness (similarity, likeability, and familiarity) in shaping Saudi women’s purchase intentions toward beauty products. This study employs a quantitative two-phase survey design. Phase One is grounded in Source Credibility Theory (SCT), investigating the direct and indirect effects of influencer characteristics on purchase intention. Using survey data from 400 participants, this phase examines the mediating role of consumer curiosity. Phase Two employs the Stimulus- Organism-Response (S-O-R) framework to elucidate the direct and indirect effects mechanisms underlying these associations. This phase conceptualises the other attractive non-physical influencer characteristics (source attractiveness dimensions) as external stimuli to which consumers are exposed. Using survey data from 400 participants, this phase examines the mediating role of consumer mimetic desire on purchase intention. Findings reveal that although credible influencer characteristics increased purchase intentions through curiosity, physical attractiveness did not have a direct effect on purchase intentions. Conversely, influencer source attractiveness characteristics as external stimuli increased purchase intentions through mimetic desire, similarity with did not have a direct stimulating effect on purchase intentions. This research proposes a comprehensive framework to address gaps in the literature regarding the role of influencer attractiveness whether physical (as part of source credibility) or non-physical (reflected in source attractiveness) by conceptualising influencer characteristics as external stimuli. By integrating SCT and S- O-R, this framework offers a novel and holistic perspective of influencer characteristics. Furthermore, the study expands both SCT and S-O-R by identifying the circumstances under which cognitive factors mediate the relationships between influencer characteristics and purchase intentions. These findings provide theoretical and practical implications by clarifying the role of cognitive persuasion in marketing sensitive products, such as beauty items, through influencer characteristics within visual social media contexts like Snapchat. They also offer practical guidance for marketers to design influencer-based strategies that reduce consumer uncertainty and enhance purchase intentions.