Viral advertising is a relatively new craze that has quickly become the next big thing in marketing. A word-of-mouth (WOM) strategy, which forces marketers to create branded videos that consumers like so much that they want to share them with friends. To achieve viral success, an ad must create enough buzz to generate one million views, which is the standard turning point at which a video can go from popular to viral status (Teixeira, 2013). This task proves difficult not only because it centers on the premise of asking consumers to market a brand for free, but also because of the uncertainty surrounding the entire phenomenon. Marketers have little evidence as to why their ad went viral, but another popular brand's video with nearly identical content turned out to be a flop. 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 & Milkman, 2012). (Guadagno, Rempala, Murphy, & Okdie, 2013; Yuping, 2012; Dobele, Toleman, & Beverland, 2005); , evidence that the advertising industry has now fully recognized the significant value that social media offers marketers, especially in the case of WOM campaigns (Yuping, 2012, p.471). So far, studies have been conducted to understand the types of content that goes viral, why consumers choose to share one video and not the next, who the consumers are sharing these videos, and the implications of viral ads on behavior, knowledge, and consumer attitude. While there is this...... half of the document ......ds', Harvard Business Review, 90, 3, pp. 25-27, Business Source Complete, EBSCOhost, viewed 31 October 2013. Yang, H, Zhou, L and Liu, H 2012, “Predicting the attitudes, intents and mobile viral behavior of young American and Chinese consumers”, Journal Of International Consumer Marketing, 24, 1/2, pp. 24-42, Business Source Complete, EBSCOhost, viewed November 19, 2013. YouTube.com. 2013. Statistics - YouTube. [online] Available at: http://www.youtube.com/yt/press/statistics.html [Accessed: 21 November 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, viewed 14 November 2013. Zaichkowsky, J 1985, 'Measuring the Involvement Construct', Journal Of Consumer Research, 12, 3, pp. 341 -352, Business Source Complete, EBSCOhost, viewed November 17 2013.