Signalling credibility: culture, religion, and ethics in saudi influencer marketing

The rise of influencer marketing reflects how globalization is reshaping digital marketing strategies worldwide. Yet its intersection with cultural and religious values remains underexplored, particularly in Saudi Arabia, where faith traditions strongly shape consumer perceptions of credibility and trust. While prior research has examined influencer credibility through source credibility theory and parasocial relationships, it has largely neglected how globalized marketing practices adapt, or fail to adapt, to local ethical and religious norms. This study addresses this gap by investigating how e-commerce platforms in Saudi Arabia leverage influencer partnerships in ways that resonate with cultural, religious, and ethical expectations. Through in-depth qualitative interviews with marketing professionals, the findings reveal a dual signalling structure: source-based signals, involving the influencer’s culture and religious alignment and ethical credibility, and message-based signals, reflected in campaign content and adherence to ethical boundaries. These insights extend signalling theory by demonstrating that credibility in religiously conservative contexts depends on both the source and the message. The study contributes theoretically by integrating signalling theory with socio-religious considerations and practically by offering guidance for brands navigating influencer collaborations in culturally sensitive markets. By bridging globalization, culture, and religion, this research provides a framework for ethical and effective influencer engagement in contexts where commerce, culture, and faith intersect.