Gadjah Mada International Journal of Business - May-August, Vol. 24, No. 2, 2022 178 Gadjah Mada International Journal of Business Vol. 24, No. 2 (May-August 2022): 178-197 *Corresponding author’s e-mail: affahnur_fe@yahoo.com ISSN: PRINT 1411-1128 | ONLINE 2338-7238 http://journal.ugm.ac.id/gamaijb Viewer Behavior On Social Media: Viral Marketing of A Movie Trailer In Indonesia Nur Affah a* , Ilzar Daud a , Morella Mulyadina a a Universitas Tanjungpura, Indonesia Abstract: A trailer is a brief description of a flm and provides a 1 to 3 minute cinematic ex- perience that displays images from the flm to infuence consumer behavior. This research was conducted to propose a conceptual model regarding affective, cognitive, and environmental responses to viral marketing, which are moderated by audience behavior, for the movie trailer of “Spiderman: Far from Home.” The flm was released in July 2019 by Marvel Cinematic Uni- verse (MCU). This study adopted the wheel of consumer analysis to bridge the research gap. An online survey was forwarded to 200 respondents using structured questionnaires through social media sites, such as Line, WhatsApp, Facebook, and e-mail. The data were then analyzed using structural equation modeling (SEM). The results showed that the audience’s affective, cognitive, and environmental responses signifcantly infuenced viral marketing. The results further indi- cated that the audience’s behavior was not a moderating variable, as the signifcance level was less than 0.05. The results can contribute to determining social media marketing strategies for promoting flm trailers that are benefcial for companies, especially in Indonesia. Therefore, the companies can grow and become more competitive in the flm industry. Although this study discusses viral marketing in the flm industry, the results can also contribute to other industries, in order to increase the popularity of their products. Keywords: affective response, cognitive, environment, audience behavior, viral marketing JEL Classifcation: M30, M31, M37