The Role of Brand Co-Creation Behavior within the eWOM and CSR moderation on the trust brand and purchase intention
Abstract
This study investigates the mediating role of Consumer Brand Co-Creation Behavior (CBCB) and the moderating effects of Electronic Word of Mouth (eWOM) and Corporate Social Responsibility (CSR) on brand trust and purchase intention within influencer marketing. Drawing on the Stimulus–Organism–Response (S-O-R) framework, data were collected from 400 active social media users and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results confirm strong internal consistency and construct validity. Key findings highlight that brand trust is the most significant predictor of purchase intention, while CSR and eWOM also positively influence trust and experiential hedonic value. CBCB exerts a weaker direct effect on purchase intention, suggesting its influence is more effective when mediated through brand trust and emotional engagement. Notably, the anticipated interaction between eWOM and CBCB was not significant, challenging assumptions about their combined effect. The study contributes to digital marketing literature by refining our understanding of co-creation dynamics and by offering practical guidance for leveraging CSR and peer-driven communication to enhance consumer trust. Limitations and directions for future research include exploring longitudinal effects, cultural contexts, and varying types of eWOM and CSR initiatives.
DOI: https://doi.org/10.54663/2182-9306.2025.v.13.n.25.139-157
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Copyright (c) 2026 Maher Toukabri, Nozha Erragcha, Jamel Eddine Gharbi
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International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
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