This research aims to investigate how to create value through the use of viral marketing for brand promotion in the banking industry, especially in Tejarat Bank. This research is of the type of developmental studies and was done with a quantitative approach and a descriptive-survey method. In qualitative data analysis, thematic analysis was used and these data were coded both by MAXQDA software and manually. The results of qualitative data analysis included the identification of 131 basic themes, 26 organizing themes and 7 comprehensive themes, which were explained in the form of a model. The reliability of the qualitative part was checked and confirmed by the Holstein method, and experts' opinions were also used to strengthen validity. The proposed model includes three dimensions of context, content and results. The context dimension includes organization orientation, infrastructure, viral marketing content, organizational culture, and communication. In the quantitative part, all selected managers were considered as statistical population and sampling was done by simple random method, which included 155 managers of Tejarat Bank branches across the country. The results of quantitative data analysis showed that the proposed model has a good fit and all the themes identified are related to the model and there is agreement about their importance.