Ioannis Kapadaidakis

Replacing Undefined Earned Media Value Metrics with a Rigorous Mention Quality and Impact (MQI) and Mention Earned Media Value (mEMV) Framework

Traditional Earned Media Value (EMV) calculations suffer from methodological limitations by depending on oversimplified and outdated proxies like Advertising Value Equivalency (AVE). In service marketing, where offerings are intangible and consumers cannot inspect an offering bef...