The objective of this study was to determine the impact of viral marketing on consumer buying behavior and its effect on consumers’ both response behavior as well as extensive decision-making. Viral marketing is a form of promotion which uses social media and viral messages to promote a product, service or a brand. Most importantly, viral marketing aims to increase the brand awareness with little costs using the principle of word-of-mouth communication. The study directly examined how viral message, virality on social media, and recommendation from peer impact consumer perception, engagement, and purchasing decision. Two hundred respondents were included in the study. Data were collected by using a structured questionnaire which measured the respondents’ perceptions of viral marketing, social media, word-of-mouth influence, response behavior and extensive decision-making. For this purpose, descriptive statistics were used to summarize respondents’ perceptions while the Pearson correlation analysis was used to analyze the relationship. Findings showed positive acceptance towards viral marketing from the respondents. The influence of consumer review received the highest level of agreement in our analysis. There were significant associations between response behavior and comprehensive decision making with word of mouth, viral message and social media. The study found that social media had the highest correlation with response behavior. This finding shows the ability of social media marketing to trigger an engagement response from consumers. Also, it provides the quickest behavioral response from consumers. Further, viral messages and peer recommendations were found to influence consumers’ rational purchase decisions. The results suggest that trustworthiness, credibility and interactivity have a bearing on consumer behavior. Businesses should create credible viral content and generate engagement on social media platforms as well as promote genuine word of mouth for improving immediate responses and informed purchasing decisions. This study provides a better understanding of the digital marketing strategies along with some useful insights for marketers who are looking to make the best use of viral marketing campaigns.