Technological advancements in Indonesia have been on the rise, and the advent of technology has brought about significant changes in various aspects of society. The integration of technology into human life has greatly enhanced various activities, making information exchange and communication more accessible. As we observe the continuous evolution of technology, it has created new business prospects for companies to harness the power of the internet in providing online shopping services that connect consumers, service providers, and intermediary traders. E-commerce has emerged as a vital platform supporting commercial transactions via the internet. Prior to making a purchase, consumers frequently turn to social media for product reviews, where electronic word of mouth enables users to share their product-buying experiences. This study seeks to investigate the impact of user-generated information through electronic word of mouth on purchase intentions within the e-commerce landscape of Indonesia, utilizing the Information Acceptance Model (IACM). Employing a causal descriptive research approach, this study targeted e-commerce users in Indonesia, with 155 respondents participating. Data collection was carried out through Google Forms, and the collected data was analyzed using SmartPLS 3. Hypothetical testing included t-tests, p-tests, and path coefficient assessments. The study's findings revealed that variables such as information quantity, information needs, attitudes toward information, information usability, and information adoption all play a significant role in influencing purchase intentions, while information quality and information credibility had no discernible impact on purchase intentions.

The COVID-19 pandemic has brought about significant transformations in various aspects of life. Shifts in consumer behavior, for instance, can exert influence on global economic operations. This situation indirectly boosts the e-commerce sector while expediting the decline of conventional retail. Matahari Department Store is an example of a retail business adapting to this trend. Matahari, a retail company, recently shifted its focus towards online marketing. On one of its social media platforms, Matahari consistently presents engaging content. Nevertheless, this does not necessarily imply that Matahari enjoys a high level of social media engagement. This study aims to evaluate how brand equity influences engagement behavior, with engagement goals acting as a mediator, while considering social media context as a moderating factor. The research employed a quantitative approach with a causal orientation. The target population for this study comprises the followers of the Matahi Department Store Instagram account. The sampling method employed was purposive, indicating that the sample was selected based on specific criteria. Data collection was conducted through the online distribution of questionnaires using Google Forms. The collected data was analyzed through the utilization of SMART PLS 3.0 software employing the Structural Equation Modeling (SEM) method. As per the research results, brand equity is influenced through engagement intention and exhibits a positive and statistically significant impact on both consumption and donation behavior. Additionally, the connection between intention to be involved and behavior in consumption is affected by media richness.

Recent research on Social Media Marketing Activities (SMMA) in the airline industry emphasizes on areas of brand equity, but some research has looked into the function of brand equity in determining the impact of SMMAs on customers. This study aims to find out how service users and followers of Airline's Instagram social media profiles respond to SMMA, brand awareness, brand image, e-WOM and commitment. The data collection method in this study was done by distributing questionnaires to respondents as many as 386 service users and followers of the airline on Instagram social media. This study used Partial Least Square Structural Equation Model (PLS-SEM) to analyze data. Based on hypothesis testing, this study shows that SMMA has a significant positive effect on brand awareness and brand image. Furthermore, this study also reveals that brand awareness and brand image have significant positive effects on e-WOM and Batik Air airline commitment.