1,303
Views
9
CrossRef citations to date
0
Altmetric
Articles

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

ORCID Icon, & ORCID Icon
Pages 95-109 | Received 28 Sep 2018, Accepted 15 Mar 2019, Published online: 02 Apr 2019
 

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.

Additional information

Notes on contributors

Philipp Bachmann

Philipp Bachmann is Senior Research and Teaching Associate at the Institute of Mass Communication and Media Research (IKMZ), University of Zurich. His research interest focuses on public relations, media management, and media quality.

Sévérine Hunziker

Sévérine Hunziker has studied at the Institute of Mass Communication and Media Research (IKMZ), University of Zurich, where she received a Master’s degree

Tanja Rüedy

Tanja Rüedy is a Research and Teaching Associate at the Institute of Mass Communication and Media Research (IKMZ), University of Zurich. Her research interest focuses on societal impacts of algorithmic selection on the Internet.

Log in via your institution

Log in to Taylor & Francis Online

PDF download + Online access

  • 48 hours access to article PDF & online version
  • Article PDF can be downloaded
  • Article PDF can be printed
USD 53.00 Add to cart

Issue Purchase

  • 30 days online access to complete issue
  • Article PDFs can be downloaded
  • Article PDFs can be printed
USD 181.00 Add to cart

* Local tax will be added as applicable

Related Research

People also read lists articles that other readers of this article have read.

Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

Cited by lists all citing articles based on Crossref citations.
Articles with the Crossref icon will open in a new tab.