This study examines the interconnected roles of brand co-creation and electronic word of mouth (eWOM) in shaping consumer outcomes, with particular emphasis on brand trust and purchase intention. The research highlights how interactive engagement between consumers and brands enhances perceived value, emotional attachment, and trust formation. Digital platforms are identified as key enablers that facilitate co-creation and amplify eWOM, influencing consumer perceptions and decision-making processes. The study further investigates the direct effects of brand co-creation and eWOM on both brand trust and purchase intention, demonstrating their strong and complementary influence. Brand trust is established as a critical mediating construct that translates consumer engagement into behavioral intentions. The research also incorporates corporate social responsibility (CSR) as a moderating variable that strengthens the relationships within the model. CSR is found to enhance the credibility, ethical perception, and effectiveness of both co-creation and eWOM interactions. The findings suggest that the integration of ethical values and interactive engagement leads to stronger consumer–brand relationships and improved behavioral outcomes. The study contributes to a deeper understanding of how digital engagement and social responsibility collectively influence modern consumer behavior.
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