This research is done with the aim of modeling the value creation process by using viral marketing for branding in the banking industry (case study: Tejarat Bank). In terms of its purpose, this research is considered to be a type of developmental studies that was carried out with a quantitative strategy and descriptive-combination method. Thematic analysis was used to analyze the data of the qualitative part, and the qualitative data were coded once by MAXQDA software and once by hand. The result of qualitative data analysis was the identification of 131 basic themes, 26 organizing themes and 7 comprehensive themes, which were presented and explained in the form of a model. The reliability of the qualitative part was investigated and confirmed by the Holstein method. Experts' opinions were also used to strengthen the validity. The proposed model has three dimensions: context, content and results. The context of the model consists of organizational orientation, infrastructures, viral marketing content, organizational culture and communication. All selected managers were selected as the statistical population of the quantitative sector, and sampling was done by a simple random method, and 155 branch managers of Tejarat Bank nationwide were selected as a statistical sample. The results of quantitative data analysis show that the proposed model has an acceptable fit, and all the identified topics are related to the model, and there is a consensus among the study subjects about their importance.