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

descriptionPublicationkeyboard_double_arrow_right Article 02 Apr 2019 Switzerland English Publisher:Informa UK LimitedJournal:Journal of Media Business Studies, volume 16, pages 95-109 (issn: 1652-2354, eissn: 2376-2977,

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Authors: Philipp Bachmann; Sévérine Hunziker; Tanja Rüedy;

doi: 10.1080/16522354.2019.1596723 , 10.5281/zenodo.3907422 , 10.5281/zenodo.3907423

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

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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.

+ ID der Publikation: hslu_75848 + Art des Beitrages: Wissenschaftliche Medien + Sprache: Englisch + Letzte Aktualisierung: 2020-06-25 11:56:17 + Publisher's Statement: This article has been accepted for publication in Journal of Media Business Studies, published by Taylor & Francis

Country

Switzerland

Related Organizations

University of Zurich
Switzerland
Zentral und Hochschulbibliothek Luzern
Switzerland
Lucerne University of Applied Sciences and Arts
Switzerland

Keywords

media quality, sponsored content, Strategy and Management, Communication, Native advertising, quality press, journalism, Business and International Management, structural equation modelling

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