Selling their souls to the advertisers? How native advertising degrades the quality of prestige media outlets

Native advertising - disguising sponsored content as journalistic material - is not a new phenomenon, but only recently has it reached news media outlets that stand for high-quality journalism. To investigate the potential impact of native advertising on perceived media quality, a 2 (source: low vs....

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Bibliographic Details
Published inJournal of media business studies Vol. 16; no. 2; pp. 95 - 109
Main Authors Bachmann, Philipp, Hunziker, Sévérine, Rüedy, Tanja
Format Journal Article
LanguageEnglish
Published Routledge 03.04.2019
Subjects
journalism
media quality
Native advertising
quality press
sponsored content
structural equation modelling
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ISSN1652-2354
2376-2977
DOI10.1080/16522354.2019.1596723

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Summary:Native advertising - disguising sponsored content as journalistic material - is not a new phenomenon, but only recently has it reached news media outlets that stand for high-quality journalism. To investigate the potential impact of native advertising on perceived media quality, a 2 (source: low vs. high quality media outlet) × 3 (content: ad-free article vs. declared native advertising article vs. undeclared native advertising article) factorial between-subjects experiment was conducted. This experimental study found that news media outlets that stand for high-quality journalism damage their quality as perceived by recipients when publishing properly declared native advertising.
ISSN:1652-2354
2376-2977
DOI:10.1080/16522354.2019.1596723