Unveiling the tiktok sponsored content effect in iraq: The mediating role of source credibility in shaping female purchase intentions for beauty products

This study examines the mediating role of source credibility in the relationship between sponsored content characteristics and consumers’ purchase intentions. Data was collected from female social media users in Iraq to test our conceptual model within the context of beauty product advertising on TikTok. Data analysis was carried out using SPSS AMOS version 23, employing descriptive quantitative research techniques and structural equation modelling (PLS-SEM). Findings reveal source credibility comprising attractiveness, expertise, and trustworthiness attributes sequentially mediates the influence of personalised, entertaining and informative content on intentions. This fills gaps in understanding credibility’s underlying mechanisms and extends existing knowledge of how content elements shape responses differently based on processing type. The results offer theoretical contributions by demonstrating that credibility governs the depth and quality of persuasion. Practically, identifying trustworthiness as the most potent mediator provides actionable guidance for marketers seeking to optimize the effectiveness of sponsored content. Results highlight TikTok’s potential for influencing purchase behaviors. Offering novel insights into credibility’s mediating role across platforms and cultures, advancing knowledge relevant to academics and industry.