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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.

Brands are built over time, but are measured on short-term basis. This paper provides a new long-term based platform to evaluate the performance of a brand. It is built on a long-term brand health measure and monitors the performance of a brand over time. Depending on the extent to which a brand is healthy and powerful over time, a long-term oriented behavioural brand evaluation typology is developed which categorises brands into four types: Emergers, Strugglers, Dynamos, and Disoriented brands. This is a longitudinal study, examining the proposed typology in four service industries: banking, department stores, airlines, and insurance from 2001 to 2011. The findings suggest that Dynamos are the healthiest and most powerful brands, while Strugglers are the unhealthiest and least powerful brands. We provide practical strategies and actions to be taken for each type of brand.