Message content has become a critical factor for the success of viral marketing of cultural products. Appropriate content allows the receiver to remember the content, and this is particularly effective when emotion attributes are embedded in the content. A receiver might be willing to forward the viral content so it spreads in a way that may be ‘endemic’ and ‘contagious’. The purpose of this study is to investigate the role of emotion attributes in the viral content that arouse emotion and, in turn, affect the intention to engage. The object of this study is viral marketing for Batik and this study makes use of experiment design. The result indicates that emotion attributes in viral content distinguish the intention to engage.