The document analyzes the features of viral marketing and emphasizes that the viral marketing strategy is one of those rare methods of brand promotion that can guarantee explosive growth in an extremely short period of time. Given that they are powerful and widely shared, these strategies have the potential to make a business attract the attention of users and get good coverage. It is emphasized that the ideal example of viral marketing has much greater credibility than its other advertising forms and methods. This is because viral marketing is not invasive in nature - it does not push, force or coerce a potential customer into buying a product. Instead, it just creates interest, and the audience makes the purchase decision. The bottom line is that viral marketing is one of the most important strategies for attracting customers and raising brand awareness. In the empirical part of work there has been statistic data processing provided, submitted through survey questinnare where the attitude of consumers about viral way of advertising was asked, in other way if the consumers think that virality increases also the product selling and if viral marketing can be managed . The results showed that for the consumers the way of advertising is very important and that they think that success of viral marketing depends largely solely on themselves.