Viral marketing is one of the most powerful marketing strategies as it can reach the targeted audience rapidly and massively with lesser cost. Drawing on Elaboration Likelihood Model, the present study examines the influence of the multi-dimensions of viral marketing strategies namely invisibility, identity, innovative, insight, instantaneity, integration, and interactivity on behavioural intention and purchase intention of Japanese foods in Malaysia in the context of social media. The study applied convenience sampling technique, and 108 responses collected using online questionnaire, Google Form, which has been distributed via telecommunication application. SmartPLS was utilized to test the proposed hypotheses. The result showed that the relationship of viral marketing strategies, behavioural intention, and viral food purchase intention are significant. The study addressed the research gaps, and adding valuable insight into the existing empirical literature. The integration of 7I’s, behaviour intention, and purchase intention has significantly contributed to empirical and managerial practice.