Starting in the mid-1970s and 1980s, the international propagation of Salafism and Wahhabism within Sunni Islam and throughout the Muslim world, favored by the conservative oil-exporting Kingdom of Saudi Arabia and other Gulf monarchies, achieved a "preeminent position of strength in the global expression of Islam." The Saudi interpretation of Islam not only includes Salafism and Wahhabism but also Islamist and revivalist interpretations of Islam, and a "hybrid" of the two interpretations (until the 1990s).
The impetus for the international propagation of Salafism and Wahhabism was, according to political scientist Alex Alexiev, "the largest worldwide propaganda campaign ever mounted", David A. Kaplan described it as "dwarfing the Soviets' propaganda efforts at the height of the Cold War" funded by petroleum exports. Others such as Peter Mandaville, former advisor in the Secretary of State's Office of Religion & Global Affairs at the U.S. Department of State, have cautioned against such hyperbolic assertions, pointing out the unreliability of inconsistent data estimates based on "non-specific hearsay".