Certainly for many players active on the forums at least, the main incentive for any activity seems to be credits and equipment rewards with any kind of "fun" aspect being a distant second.
Multiplayer mayhem: The game itself creates that incentive by having no loyalty to anything in the game, and ...poor consequences to anything you do and no real multiplayer interaction (aside from helping the BGS tick I guess), or needs.
You begin the game by choosing a side, Empire, Federation, Pirates* or Independents (after watching an intro that introduces the politics of the galaxy and what belonging means), and tho you can change later, you will never be trusted again by your previous home, and it will take a long (long) time for your new home to trust you. Taking missions in enemy territory will leave you open to attack and gaining access to the naval path would have a proper progression with missions and rewards tied only to that path.
The Powerplay factions don't give out unique rewards because then you're not joining for an ideology but for a thing, so, those powerplay factions have underlying beliefs, war / peace with the Thargoids, drugs good / bad with the Feds, ending / maintaining slavery in the Empire, and even tho the galaxy is in a state of cold war, there are many player v player altercations, mostly in the anarchy systems (making them actually, y'know, dangerous), but also be careful in LoSec territories too.
To survive you need to belong in a <scifi term for> guild, doing missions in wings; on base attacks, two or three SRVs along with flight support from SLFs and ships, protecting trade routes and capital ships, and you know that gorgeous PP coloured map? actual dynamic movements depending on player actions.
I get you can't let a PP faction die, but have real consequences to doing badly, if Li Yong-Rui is doing badly then he has to be bailed out by the Sirius bank and those players supporting him will be driven to entice more players to him.
If you're gonna sell a multiplayer game, make sure multiplayer is at the heart of it, with Fdev as the dungeon master, changing things up and keeping the players on their toes... So, easy peasy!
o7 [alien]
* Pirates maybe open up once you've been playing for a while and has their own unique bases and hierarchy (Pirate Lord, Cabin Boy etc).