Viral advertising is a relatively new craze that has quickly become the next big thing in marketing. Word of mouth (WOM) strategy, it requires marketers to create branded videos that consumers love so much that they want to share them with their friends. To achieve viral success, an ad must create enough buzz to generate one million views, which is the standard tipping point where a video can go from popular to viral status (Teixeira, 2013). This task proves difficult not only because it focuses on asking consumers to market a brand for free, but also because of the uncertainty surrounding the whole phenomenon. Marketers have little evidence as to why their ad went viral, but another popular brand's video with almost identical content turned out to be a failure. No, there is no real recipe for creating the perfect content to go viral, but that hasn't stopped market researchers and behavioral scientists from trying to figure it out (Teixeira, Wedel, & Pieters, 2012; McNeal, 2012; Berger and Milkman, 2012). ; Guadagno, Rempala, Murphy and Okdie, 2013; Dobele, Toleman and Beverland, 2005; Harvey, Stewart, Ewing 2011). This rapid enthusiasm for researching viral videos emerged just after social media usage skyrocketed across the world. , evidence that the advertising industry has now fully recognized the significant value that social media offers to marketers, particularly in the case of WOM campaigns (Yuping, 2012, p. 471). So far, studies have been done to determine the types of content that go viral, why consumers choose to share one video over the next, who the consumers are who share these videos, and the implications of viral ads on the behavior, knowledge and attitude of consumers. Although there are remnants... middle of paper ......ds', Harvard Business Review, 90, 3, pp. 25-27, Business Source Complete, EBSCOhost, accessed October 31, 2013. Yang, H, Zhou, L and Liu, H 2012, “Predicting mobile viral attitudes, intentions and behavior of young US and Chinese consumers”, Journal Of International Consumer Marketing, 24, 1/2, pp. 24-42, Business Source Complete, EBSCOhost, accessed November 19, 2013. YouTube.com. 2013. Statistics - YouTube. [online] Available at: http://www.youtube.com/yt/press/statistics.html [Accessed: November 21, 2013]. YUPING, L 2012, “Seeding Viral Content: The Role of Message and Network Factors” , Journal Of Advertising Research, 52, 4, pp. 465-478, Business Source Complete, EBSCOhost, accessed November 14, 2013. Zaichkowsky, J 1985, 'Measuring the Involvement Construct', Journal Of Consumer Research, 12, 3, pp. 341 -352, Business Source Complete, EBSCOhost, accessed November 17 2013.