This study investigates how viral marketing messages impact consumer purchasing intention. The researchers used a quantitative approach to get objective clear measures to analyze the problem. The study focused on clients of tourist companies in Jordan. We picked a convenient sample of 400 people to represent the population. To reach our sample, a questionnaire on Google Forms was designed and distributed to the participants. After finishing collecting the data, we ended up with 347 completed questionnaires. This gives a response rate of 86.75%, which statisticians consider acceptable. SPSS software was utilized in the aim of processing the data that were acquired by the researchers. The results showed that consumer behavior affects consumer purchasing intention. We suggested that future studies on viral marketing should focus more on keeping consumers involved in viral marketing processes. They should also explore what design and information ads need to attract viral marketing engagement from consumers. We also recommend that any researcher studying the same variables should increase the sample size to make the results more accurate.