Native advertisingdisguising sponsored content as journalistic materialis 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 highquality journalism damage their quality as perceived by recipients when publishing properly declared native advertising.
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