“It adds something and costs you nothing.” News consumers on the value exchange of native advertising and related responsibilities for news media

Dorien Luyckxa Department of Communication Studies, University of Antwerp, Antwerp, BelgiumCorrespondence[email protected]

https://orcid.org/0000-0002-6193-8364 View further author information

Karolien Poelsa Department of Communication Studies, University of Antwerp, Antwerp, BelgiumView further author information

Tim Smitsb Institute for Media Studies, KU Leuven, Leuven, BelgiumView further author information

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