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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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
Online AccessGet full text
ISSN1652-2354
2376-2977
DOI10.1080/16522354.2019.1596723

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Abstract 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.
AbstractList 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.
Author Rüedy, Tanja
Bachmann, Philipp
Hunziker, Sévérine
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  givenname: Sévérine
  surname: Hunziker
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  givenname: Tanja
  orcidid: 0000-0003-0261-5511
  surname: Rüedy
  fullname: Rüedy, Tanja
  organization: Department of Communication and Media Research, Media Economics & Management, University of Zurich
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Snippet Native advertising - disguising sponsored content as journalistic material - is not a new phenomenon, but only recently has it reached news media outlets that...
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SubjectTerms journalism
media quality
Native advertising
quality press
sponsored content
structural equation modelling
Title Selling their souls to the advertisers? How native advertising degrades the quality of prestige media outlets
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Volume 16
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