Unpacking the dark side of positive online destination brand engagement: effects on stress, disengagement, and switching intention

The brand engagement has always been a key objective for destination marketers due to its positive outcomes. However, using the Job Demands-Resources (JD-R) theory, this study delves into an unexplored area by investigating the detrimental effects of positive online destination brand engagement (DBE) on perceived stress, disengagement, and destination-switching intention. The study also delves into the sequential mediation effects of perceived stress and consumer disengagement between online DBE and destination-switching intention. The authors conducted an experimental study with three levels of engagement (low, moderate, and high) in an online DBE scenario. They analysed data from 278 consumers using SmartPLS. The study's findings reveal that online DBE positively impacts perceived stress, which in turn leads to consumer disengagement, ultimately resulting in destination-switching intention. The results validate sequential mediation, indicating that the online DBE's indirect effect on destination-switching intention, as mediated through perceived stress and consumer disengagement. Importantly, the experimental manipulation demonstrated that a moderate level of engagement with destination brands yields more favourable outcomes compared to low and high levels, thereby enhancing the study's practical relevance. The study's findings offer valuable insights for destination marketers, underlining the need to manage online brand engagement effectively to avoid negative consequences.