Viral marketing is advertising that spreads quickly through word of mouth or other natural means. Since social media and the internet became more popular, there have been a lot more memes, shares, likes, and forwards that spread quickly. The study aims mainly to identify the awareness level of consumers regarding viral marketing and the influence of viral marketing on their purchase decisions. The researchers collected data from 200 shopping mall customers in Kozhikode District, Kerala, and applied T test, ANOVA, correlation, and regression analysis for the purpose of analysis.