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

Mohamed Abdellatif Abu Auf, Salniza Bt Mohamed Salleh and Rushami Zien Yusoff
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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.

International Review of Management and Marketing, 2016, vol. 6, issue 4, 1034-1038

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.

Keywords: Religious Orientation; Word of Mouth; Consumer Buying Behavior (search for similar items in EconPapers)
JEL-codes: M31 Z12 (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (1)

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