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- Publisher
- Emerald Publishing
- Copyright
- © Emerald Publishing Limited
- ISSN
- 1759-0833
- eISSN
- 1759-0833
- DOI
- 10.1108/jima-04-2020-0102
- Publisher site
- See Article on Publisher Site
Abstract
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 eco-labelled products.Design/methodology/approachThe sample consists of a total of 200 shoppers in Hyperstar store in Tehran located in the Tehran Pars area. Data is analysed using descriptive analysis and structural equation modelling technique using Smart partial least squares 3.0.FindingsFindings indicate that informativeness, entertainment and source credibility are positively related to the purchase intention of eco-labelled products, whereas, irritation is negatively related to the purchasing intention of eco-labelled products.Practical implicationsThis study provides directions for green marketers to develop meaningful communication tools to make customers more knowledgeable about eco-labelled products and tries to promote some of the positive associations that consumers have through green viral communication behaviours.Originality/valueThis study offers empirical insights from the perspective of an emerging economy on the determinants of purchase intention of eco-labelled products.
Journal
Journal of Islamic Marketing – Emerald Publishing
Published: Mar 29, 2022
Keywords: Viral marketing; Strategy; Green marketing; Purchasing intention; Eco-labelled products; Consumer