Purpose: Viral marketing through the internet is an important and cost-effective way to promote products. This study aims to examine the impact of viral marketing strategies (level of information, level of entertainment, irritation level and source credibility) on the purchasing intention of...

Purpose: This paper aims to make use of the innovation diffusion theory to predict the purchase intention for eco-labeled products. Design/methodology/approach: Data are collected from 180 individuals in the Mid Valley shopping mall area in Malaysia. It is then analyzed using SPSS and Smart...