To post or not to post: companies supporting mental health relates to stronger consumer engagement due to perceived support.

This article explores the relationship between companies' support for mental health and consumer engagement. The study examines whether exposing consumers to companies that engage in corporate social responsibility (CSR) towards workers' mental health leads to increased engagement. The researchers conducted an experimental study using mock Instagram ads and found that companies engaging in overt activism were more likely to be rewarded with engagement, particularly at the global level. The study suggests that consumer engagement is influenced by the perception that companies genuinely care about workers' mental health. However, the researchers acknowledge the limitations of their cross-sectional design and recommend further research using larger longitudinal designs. [Extracted from the article]