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.