Emotional vs rational pathways in food micro-influencer marketing: a dual-system perspective on impulse buying

Purpose This study investigates how food micro-influencers trigger consumers’ UBI through emotional (impulsive) and rational (reflective) systems. It combines the stimulus-organism-response (S-O-R) model and dual-system theory to explain how trust transfer processes, parasocial interaction (PSI) and self-control influence digital food impulse buying. Design/methodology/approach Using survey data from 463 social media users, the study employs partial least squares structural equation modeling (PLS-SEM) integrated with necessary condition analysis (NCA) to test the proposed model. PLS-SEM examines predictive hypotheses relationships. NCA complements this by identifying necessary conditions for outcomes to occur, distinguishing between sufficient conditions (drivers) and necessary conditions (bottlenecks) within the dual system framework. Findings Results reveal that impulsive systems strongly dominate reflective systems in food influencer contexts. Cognitive and affective trust mediate influencer stimuli effects on PSI, which predicts impulsive buying tendency (IBT). IBT fully mediates emotional engagement’s impact on UBI, confirming that emotional pathways primarily drive impulse buying decisions. Self-control demonstrates dual mechanisms: directly inhibiting UBI through restraint standards while paradoxically amplifying trust and PSI effects through deliberate evaluation processes. NCA confirms emotional factors (affective trust and PSI) serve as necessary bottlenecks, while self-control functions as a sufficient driver, reinforcing impulsive system dominance over reflective control mechanisms. Originality/value This research enriches the understanding of food-related impulse buying by integrating emotional and rational pathways through a dual-system framework. It introduces self-control as a dual-function moderator and expands PSI and trust roles in digital food commerce, offering theoretical and practical insights for influencer marketing strategy.