This study investigates the impact of incentive type and ad appeal on consumers' social media engagement in health-related ads. The aim is to determine whether self-oriented incentives versus other-oriented social incentives encourage (crowd in) or discourage (crowd out) consumers to engage in health-related ads on social media. Four experimental studies examine the level of social media consumer engagement under three different incentive conditions for two types of ad appeals and two different health issues. Findings show among incentives, the social good incentive has a significantly greater impact on social media consumer engagement for alcohol ads, with the social good incentive triggering people's intrinsic motivations and encouraging social media engagement. For smoking ads, the social good incentive again promotes engagement, although not significant, This study finds that overall people are significantly more likely to engage in emotional health-related ads on social media compared to rational ads. This study also sheds light on the moderating role of gender on social media engagement for health campaigns. Finally, this study provides insights on the interaction effect of ad appeal and incentives in generating social media engagement.

中文翻译：

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社会公益或自身利益：激励消费者对健康信息的社交媒体参与行为

本研究调查了激励类型和广告吸引力对消费者社交媒体参与健康相关广告的影响。目的是确定自我导向的激励措施与其他导向的社会激励措施是鼓励（挤入）还是劝阻（挤掉）消费者在社交媒体上参与与健康相关的广告。四项实验研究针对两种类型的广告诉求和两种不同的健康问题，在三种不同的激励条件下检查了社交媒体消费者的参与度。研究结果表明，在激励措施中，社会公益激励对酒类广告的社交媒体消费者参与度的影响显着更大，社会公益激励激发了人们的内在动机并鼓励社交媒体参与。对于吸烟广告，社会公益激励再次促进参与，尽管不显着，但这项研究发现，与理性广告相比，总体而言，人们在社交媒体上参与情绪健康相关广告的可能性要大得多。这项研究还阐明了性别在社交媒体参与健康运动方面的调节作用。最后，本研究提供了关于广告吸引力和激励在产生社交媒体参与度方面的交互作用的见解。