The Role of Brand Co-creation Behavior Within the eWOM and CSR Moderation on Brand Trust and Purchase Intention

This study explores the influence of consumer-brand co-creation behavior on brand trust and purchase intention. It proposes a model where experiential hedonic value acts as a mediator, while electronic word of mouth (eWOM) and corporate social responsibility (CSR) serve as moderators. The proposed hypotheses, grounded in the stimulus–organism–response (S-O-R) framework, were tested using partial least squares structural equation modeling on a sample of 400 social media users. Theoretically, this study refines the S-O-R and co-creation frameworks. Managerially, it highlights the importance of authentic CSR and emotionally engaging eWOM, while urging caution in assuming automatic synergy between co-creation and peer influence. Future research should examine longitudinal effects, cultural factors, and varying forms of eWOM and CSR.