Methodological framework demonstrates standardized media valuation for service brands, highlighting enhanced accuracy over traditional advertising value equivalency metrics.
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Earned Media Value (EMV) calculations suffer from methodological limitations by depending on oversimplified and outdated proxies like Advertising Value Equivalency (AVE).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 before purchase, trust relies heavily on authentic influencer communication and peer advocacy; these measurement flaws are therefore especially problematic. This paper introduces two innovations tailored for the modern media ecosystem: (1) Mention Quality and Impact (MQI), a transparent scoring system (1–10 scale) that evaluates sentiment, engagement, credibility, and AI visibility, with a bounded adjustment for conversion intent; and (2) Mention Earned Media Value (mEMV), a CPM-based valuation model that integrates MQI with platform-specific benchmarks. By accounting for participation inequality, influencer dynamics, and the rise of virtual search environments, this framework advances media measurement for service brands toward greater accuracy, transparency, and scalability.
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Xenarios et al. (2026) studied this question.
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