"Fan, nu har dom lurat mig igen" : En kvalitativ intervjustudie om native advertising och förtroende

Sammanfattning: Native advertising is a marketing strategy that aims to merge advertising into journalistic articles. It is a relatively new form of advertising that is rapidly growing and more media companies are applying this kind of content to secure their future revenues.   This study explores the understanding of native advertising and its impact on peoples trust towards today’s online newspapers. The thesis is a qualitative study based on eight interviews with online news consumers. The theoretical perspective in this study is based on research regarding trust, ethos and the struggling media landscape.   Our study shows that native advertising does have influence on the consumer’s perception towards online newspapers. It also shows that the level of confusion between journalistic content and native advertising is noticeable. For some of our respondents it was hard to define whether they were reading an article written by a journalist or a company.