Social networking sites (SNS) being a widely used online interaction tool have led to the widespread of online marketing strategies such as viral marketing. While interacting on SNSs, SNSs users tend to need to portray an ideal self to gain positive social feedback Hence, the need to consume and purchase products or restaurants food and beverages that are promoted on viral marketing posts. Limited literature has studied viral marketing through SNS and consumerism. Therefore, this study aims to look into factors influencing consumerism in the context of viral marketing on SNSs. The qualitative research method was implied based on Social Comparison Theory, Impulse Buying Theory, and Affluenza Compulsive Buying Theory. An interview was conducted on seven in-college youths in the area of Klang Valley. Four factors behind the influence of viral marketing in social networking sites on consumerism have been identified. They are e word of mouth (eWOM), visuals, content, and rating. Other than viral marketing, the study identified two more main factors that influence consumerism—psychological behaviour and brand offers. Two types of consumerism were also identified. This study provides an insight for SMEs on the low-cost viral marketing through SNSs which promotes consumerism through rapid response rate. Socially, consumerism is also related to bankruptcy. This study would be one of the pioneer studies in Malaysia which looked into consumerism through viral marketing on SNSs, contributing to local context literature as well as from the context of SNSs which was not thoroughly studied by past researchers. Limitations and future research were further discussed in the paper.