A Cross-Cultural Analysis of Brand Journalism Ethics: User Perceptions in Serbia and Pakistan

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Given that there are different views on what brand journalism is, this article studies the ethics of brand journalism to provide a more thorough and accurate description. Not all cultures have adopted this phrase, including Serbia and Pakistan. The lack of research on user perceptions of and trust in brand journalism (Koch, Riehl & Viererbl, 2021) led scholars to poll young people, including 60 students from Pakistan and 50 from Serbia. According to Serbian and Pakistani student surveys, brand journalism is expected to grow in popularity as a career in these cultures. Additionally, it is not utilized; instead, terms like public relations or content marketing are used. The ethical aspects of brand journalism are the primary subject of the study. The findings demonstrate that brand journalism upholds ethical principles, while also occasionally violating them, including impartiality, objectivism, and independence.

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