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The Relationship between Word of Mouth and Consumer Buying Behavior Mediating by Religious Orientation in Riyadh, Saudi Arabia

Author

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  • Mohamed Abdellatif Abu Auf

    (School of Business Management, Universiti Utara Malaysia, Sintok 06010, Kedah, Malaysia,)

  • Salniza Bt Mohamed Salleh

    (School of Business Management, Universiti Utara Malaysia, Sintok 06010, Kedah, Malaysia,)

  • Rushami Zien Yusoff

    (School of Business Management, Universiti Utara Malaysia, Sintok 06010, Kedah, Malaysia.)

Abstract

This paper investigated the relationship of word of mouth (WOM), media and consumer buying behavior (CBB) to leapfrog marketing which is strongly related with the issues of psychology and sociology. The prime objective of present research is to analyze the market and the consumer behavior by taking religious orientation (RO) as a mediator which is found to be statistically significant. An extensive literature review related to the RO, WOM, CBB and media has been carried out by the researcher. In addition, present study used survey questionnaire in order to collect quantitative data from the respondents who have been using cars in “Riyadh,” the capital city of Saudi Arabia, for highlighting the factors affecting cars buying behavior of consumers. The data was collected from car agencies in Riyadh indicating that RO play a significant role between WOM and media in the field of CBB. The limitations of this research and direction for future research are also given at the end.

Suggested Citation

  • Mohamed Abdellatif Abu Auf & Salniza Bt Mohamed Salleh & Rushami Zien Yusoff, 2016. "The Relationship between Word of Mouth and Consumer Buying Behavior Mediating by Religious Orientation in Riyadh, Saudi Arabia," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 1034-1038.
    • Handle: RePEc:eco:journ3:2016-04-51
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    References listed on IDEAS

    as
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    Cited by:

    1. Mirza Ashfaq Ahmed & Riffat Zulfiqar & Muhammad Anwar ul Haq & Noreena Kausar & Shaista Khalid, 2020. "Customer Purchase Intentions toward Islamic Banking Products in Pakistan: A Study of Religiosity-Based Marketing," Asian Economic and Financial Review, Asian Economic and Social Society, vol. 10(10), pages 1187-1202, October.

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    More about this item

    Keywords

    Religious Orientation; Word of Mouth; Consumer Buying Behavior;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z12 - Other Special Topics - - Cultural Economics - - - Religion

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