Digital activism has become a transformative force in shaping brand-consumer interactions, especially in emerging markets where social and political issues are deeply ingrained in consumer consciousness. This study examines the effects of digital activism on brand trust, consumer engagement, and brand loyalty, using two high-profile cases from South Africa: the Woolworths BDS Movement and the Clicks TRESemmé Ad Scandal. Drawing on Situational Crisis Communication Theory (SCCT) and consumer-brand relationship theories, the study employs structural equation modeling (SEM) to analyze survey data from 682 respondents collected through social media. The findings indicate that digital activism significantly undermines brand trust, resulting in lower engagement and diminished brand loyalty, particularly when brand responses are viewed as defensive or reactive. Furthermore, crisis communication strategies influence these effects, with proactive and transparent responses lessening the negative impact, while reactive strategies intensify disengagement. The study also distinguishes between racial and political/ethical activism, demonstrating that crises stemming from racial activism provoke a stronger consumer backlash. These insights contribute to interactive marketing, brand activism, and crisis communication literature, providing practical recommendations for brand managers facing activist-driven reputational risks. As digital activism increasingly shapes brand trust and engagement, this study highlights the significance of strategic crisis management, authenticity, and value-driven brand activism in maintaining consumer relationships in the digital era.