This study investigates the impact of product innovativeness on customer engagement online. More precisely, we suggest that this association is mediated by intrinsic motivation and online word-of-mouth. On the Facebook page for Macoco, a survey was published. The dataset includes a sample of 220 Macoco product buyers, and structural equation modeling is used to evaluate the data. The findings demonstrate that product innovativeness only indirectly influences online customer engagement through the involvement of other factors, such as intrinsic motivation and, in our case, online word of mouth. The results also imply that word-of-mouth mediation between product innovation and online customer involvement is more effective than intrinsic motivation mediation. This study is a pioneer in figuring out how people are drawn to innovative products on social media. It investigates how product innovativeness generates positive word-of-mouth and subsequently impacts online shoppers’ intrinsic motivation.