“Our communications made me loyal; it's delicious now!”: commercial food influencers’ interactive practices and follower retention

Purpose Although influencer marketing has experienced significant growth in recent years, many campaigns continue to rely on trial and error. This study examines how food influencers can cultivate enduring emotional relationships with their followers and encourage them to reevaluate their acceptance of newly promoted food products and restaurants. Specifically, this research investigates the effects of influencers' interactive practices on followers' repurchase intentions, mediated by followers' affective commitment, loyalty and purchase satisfaction. Additionally, the study explores the role of influencers' social attractiveness as a moderator in shaping the relations between their interactive practices, followers' affective commitment and loyalty. Design/methodology/approach This research utilized the SOR and social presence theories to inform the design of its conceptual framework. To validate the measurement and conceptual models, an online survey was conducted with 518 followers of seven real Iranian food influencers, recruited through the story features of the influencers' Instagram accounts. The data were analyzed with PLS-SEM using the “Warp PLS 8.0” software. Findings The study's outcomes revealed that food influencers' interactive practices positively influence their followers' repurchase intentions, mediated by followers' affective commitment, loyalty and purchase satisfaction. Although social attractiveness significantly moderates the relationship between influencers' interactive practices and followers' affective commitment, its moderating effect for loyalty was found to be insignificant. Practical implications The potential practical contributions of this study lie in offering food influencers strategies to retain their followers, enhance followers' satisfaction with their purchases and encourage them to repeat purchases based on future recommendations. Additionally, this study provides restaurant owners and food producers with practical insights on how to effectively collaborate with the most influential food influencers, optimizing their marketing efforts. Originality/value This research is among the few studies that explore influencer–follower emotional relationships through the lens of the SOR model and social presence theory. It also stands out as one of few studies to compare the performance of food influencers in Iran, offering them targeted recommendations for improvement.