<![CDATA[The rapid growth of e-commerce has intensified the importance of digital marketing strategies in shaping consumers’ post-purchase behavior, particularly repurchase intention. However, the mechanism through which digital marketing activities are translated into consumers’ willingness to repurchase remains fragmented in the existing literature. This study examines the conceptual mediating role of electronic word-of-mouth (eWOM) in the relationship between the digital marketing mix and repurchase intention in Indonesian e-commerce. A qualitative library research approach was employed by synthesizing 37 scholarly publications published between 2017 and 2025, covering eWOM, digital and social media marketing, online customer reviews, trust, customer experience, perceived value, convenience, e-satisfaction, perceived risk, and repurchase intention. The findings indicate that digital marketing activities can stimulate consumer engagement and facilitate the generation and circulation of eWOM. In turn, the credibility, usefulness, relevance, and trustworthiness of eWOM can influence consumers’ information evaluation and behavioral intentions. The synthesis further indicates that eWOM can conceptually function as an intermediary mechanism connecting digital marketing activities with repurchase intention, particularly when supported by trust, perceived value, customer experience, convenience, and e-satisfaction. The study contributes a literature-based conceptual framework that integrates previously fragmented relationships between digital marketing, eWOM, and repurchase intention within the Indonesian e-commerce context. Rather than statistically testing mediation, the study establishes a theoretically grounded pathway for future empirical investigation.]]>
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