“It’s more delicious because I like you”: commercial food influencers’ follower satisfaction, retention and repurchase intention

Purpose This paper aims to investigate how commercial influencers retain their followers and successfully persuade them to consider purchasing newly recommended products and services within the food industry. We explored the impact of followers’ purchase satisfaction upon their repurchase intention for newly promoted food products and services, directly and by the mediating roles of followers’ affective commitment and loyalty toward commercial food influencers. Design/methodology/approach Our conceptual model design was supported by the tricomponent attitude model, which helps explain followers’ emotional attachment to the influencers. We validated the proposed model using a sample of 200 followers of renowned commercial food influencers in Iran. We used partial least squares structural equation modeling for data analysis, with the assistance of Warp PLS (version 8.0) software. Findings We found that followers’ purchase satisfaction exerts a positive influence upon their repurchase intention, both directly and through the mediating roles of affective commitment and loyalty toward commercial food influencers. Practical implications This study elucidates the role of followers’ satisfaction with their previous purchases in influencing their intention to buy newly recommended products. There is a multiplicity of important implications for restauranteur’s business models, as this marketing approach rewards a digital equivalent of a strong customer relationship and an honest, high-quality product. Our results also suggest that food influencers can operate effectively in the affiliate marketing sphere by operating and sustaining enduring relationships. Originality/value This work addresses how the influencer–follower relationship, followers’ purchase satisfaction and emotional attachment toward influencers, shape both follower retention and future repurchase intentions. This is from the perspective of the tricomponent attitude model within the food industry.