The purpose of this research is to investigate the characteristics that make a video "viral" and lead to its promotion as well as to examine the impact that viral videos have on consumers’ online behaviour. Qualitative research was conducted on a sample of 11 people through in-depth interviews. Τhe main findings of the research revealed that pleasant emotions seem to lead consumers promoting or not promoting a video. Branding and the participants’ perceptions also played an important role in their promoting corporate videos. However, their perception about brands did not seem to be easily influenced by brand viral videos. The difficulty of influencing participants continues in terms of the degree of promotion of viral videos in relation to the perceived effect, the perceived social pressure, and the perceived control of their behaviour. Companies should focus their efforts together to multiple different social media platforms where consumers are active and should not underestimate the value of viral videos in terms of promoting their products and services.