当企业利用社交媒体推广新产品时，产品名称是消费者接触的第一线索，因而企业试图在新产品名称上“做文章”来提高消费者社交媒体参与、增加产品曝光。本研究基于信息缺口理论，通过三个实验来验证新产品名称暗示性对消费者社交媒体参与的影响呈倒U型关系。具体而言，与高暗示性的完全描述型名称和低暗示性的独立随意型名称相比，具有中暗示性的暗示联想型名称更能提高消费者社交媒体参与度。其中，认知性好奇心解释了该效应的内在作用机制。此外，消费者专业化水平在其间起调节作用，以上结论不适用于具有较高专业化水平的消费者。本研究有助于弥补现有社交媒体营销研究对产品名称的重要作用尚缺乏探讨的不足，对企业有效制定新产品命名策略具有重要实践意义。

When companies promote new products on the social media, the name is the first clue for consumers, so these companies attempt to capitalize on the product name to enhance consumer engagement on social media and increase product exposure. Based on the Information Gap Theory, this study examines the inverted U-shaped impact of new product names’ suggestiveness on consumer social media engagement through three lab experiments. The results indicate that, compared to completely descriptive names with high suggestiveness and freestanding arbitrary names with low suggestiveness, the suggestive names with a medium level of suggestiveness are more effective in increasing consumer engagement on social media. Epistemic curiosity explains the internal mechanisms for this effect. Furthermore, consumer expertise plays a moderating role on the core effects, such that these effects hold for consumers with a relatively low level of expertise. We contribute to the literature by exploring the understudied role of product names in the social media marketing area, and provide practitioners with important suggestions for new product naming strategies.