Neuromarketing: Tecnologías, Mercado y Retos

The advances of neuroscience in the last decades have brought opportunities to use its technologies for market research. The application of these technologies, which has been called neuromarketing, has been controversial. This article analyzes current issues in this field of knowledge: different technologies, companies in this market and major challenges and discussions.Los avances de las neurociencias en las últimas décadas han traído la oportunidad de utilizar sus tecnologías al servicio de la investigación en marketing. Existen numerosas controversias en torno a esta nueva aplicación de la tecnología, a la que se ha comenzado a llamar neuromarketing. Este artículo recoge un estado de la cuestión que analiza las diferentes tecnologías, los actores del mercado y los principales problemas y debates que están surgiendo en torno a esta disciplina

Universitarios y su relación con las marcas comerciales en Facebook. El caso de la UPV/EHU

In this article, we analyze the relationship that young university students maintain with brands in Facebook social network, a social environment thought for interaction mainly between people. Social network users among university students are the target group selected for this analysis because they are the early adopters of social networks and those who more easily integrate them into their relationships. Through a self-administered questionnaire to a sample of 4753 students of University of the Basque Country, we have studied the acceptance of brands, what university students expect to obtain from them and what relationship do they maintain with them in Facebook. Results show that university students accept the presence of commercial brands in social networks. More than a half of the sample declares to be a fan of some brands. Those fans actively interact with brands in several ways. Brands and companies get a prominence that didn’t have before.En este artículo se analiza la relación que los jóvenes universitarios mantienen con las marcas en la red social Facebook, entorno de relación, en principio, pensado para personas. Los jóvenes universitarios usuarios de redes sociales son el sector de población elegido para este análisis ya que son los primeros adoptantes de las mismas y quienes con mayor facilidad las integran en sus relaciones. Mediante una encuesta auto-administrada a una muestra de 4.753 estudiantes de la Universidad del País Vasco, se estudia cual es el grado de aceptación de las marcas, qué esperan obtener de las mismas y las relaciones que con ellas mantienen en Facebook. Los resultados muestran universitarios que aceptan la presencia de las marcas comerciales en el entorno de las redes sociales. Algo más de la mitad declara ser fan de marcas. Siendo este un grupo proactivo en su relación con las mismas. Las marcas y las empresas adquieren un protagonismo que hasta la fecha no tenían.

A presença de menores em conteúdos comerciais e o seu efeito negativo no público:

This article analyzes the reaction of the audience of the Spanish youtuber Verdeliss, who has the largest community of Spanish followers in the field of parenting and motherhood, to the presence of her underage children in the contents that she publishes on YouTube. A survey made among 1,336  followers of her YouTube channel found that the majority of them feel uncomfortable because of the presence of minors in videos where commercial brands are also promoted. This group rates the youtuber worse in almost all dimensions related to her persuasive ability, and they also buy fewer products recommended by her. Likewise, in a qualitative analysis of 284 comments to open-ended questions, it was observed that there are several arguments within this group of uncomfortable followers, among which stand out their discomfort with the excessive exposure of minors, a frontal rejection to the commodification of their image, and a call on competent authorities to protect the minors. Taking into account the differences in the evaluation of the youtuber, these results suggest that sharenting could produce negative effects in the promotion of brands.Este artículo analiza la reacción de la audiencia de la youtuber española Verdeliss, con la mayor comunidad de seguidoras en España en ámbito de la crianza y la maternidad, en relación a la presencia de sus hijas e hijos menores en los contenidos que publica en su canal de YouTube. En una encuesta realizada a 1.336 seguidoras, se constató que más de la mitad de las mismas se sienten incómodas por la presencia de menores en videos en los que además se promocionan marcas comerciales. Este grupo valora peor a la youtuber en casi todas las dimensiones relacionadas con su capacidad persuasiva y además compra menos productos recomendados por ella en sus vídeos. Asimismo, en un análisis cualitativo de 284 comentarios en preguntas de respuesta abierta se pudo apreciar que existen varios argumentos dentro de este grupo de seguidoras más críticas con la youtuber, entre los que destacan su malestar por la excesiva exposición de los menores, un rechazo frontal a la mercantilización de la imagen de estos y un llamamiento a las instituciones competentes a que protejan a los menores. A la vista de las diferencias en la valoración de la youtuber, los resultados sugieren que el sharenting puede producir efectos negativos en la promoción de marcas comerciales.Este artigo discute a reação da audiência da youtuber espanhola Verdeliss, com a maior comunidade de seguidoras em Espanha no campo da parentalidade e da maternidade, em relação à presença das suas filhas e filhos menores nos conteúdos publicados no seu canal de YouTube. Em nossa pesquisa realizada a 1.336 seguidoras, verificou-se que a majoria deles se sentem desconfortáveis com a presença de menores em vídeos que também promovem marcas comerciais. Este grupo availa  a youtuber pior em quase todas as dimensões relacionadas com a sua capacidade persuasiva e também compra menos produtos recomendados por ela nos seus vídeos. Igualmente, em uma análise qualitativa de 284 comentários em questões abertas mostrou que existem vários argumentos dentro deste grupo de seguidoras mais críticas com a youtuber, entre os quais se destaca o seu mal-estar sobre a exposição excessiva de menores, uma rejeição frontal da mercantilização da sua imagem e um apelo às instituições competentes para que protegem os menores. Tendo em conta as diferenças na avaliação da youtuber, os resultados sugerem que o sharenting pode produzir efeitos negativos na promoção de marcas comerciais

Seismic Risk Scenarios in Puerto Principe (Haiti). A Tool for Reconstruction and Emergency Planning

The 12 January 2010, an earthquake hit the city of Port-au-Prince, capital of Haiti. The earthquake reached a magnitude Mw 7.0 and the epicenter was located near the town of Léogâne, approximately 25 km west of the capital. The earthquake occurred in the boundary region separating the Caribbean plate and the North American plate. This plate boundary is dominated by left-lateral strike slip motion and compression, and accommodates about 20 mm/y slip, with the Caribbean plate moving eastward with respect to the North American plate (DeMets et al., 2000). Initially the location and focal mechanism of the earthquake seemed to involve straightforward accommodation of oblique relative motion between the Caribbean and North American plates along the Enriquillo-Plantain Garden fault system (EPGFZ), however Hayes et al., (2010) combined seismological observations, geologic field data and space geodetic measurements to show that, instead, the rupture process involved slip on multiple faults. Besides, the authors showed that remaining shallow shear strain will be released in future surface-rupturing earthquakes on the EPGFZ. In December 2010, a Spanish cooperation project financed by the Politechnical University of Madrid started with a clear objective: Evaluation of seismic hazard and risk in Haiti and its application to the seismic design, urban planning, emergency and resource management. One of the tasks of the project was devoted to vulnerability assessment of the current building stock and the estimation of seismic risk scenarios. The study was carried out by following the capacity spectrum method as implemented in the software SELENA (Molina et al., 2010). The method requires a detailed classification of the building stock in predominant building typologies (according to the materials in the structure and walls, number of stories and age of construction) and the use of the building (residential, commercial, etc.). Later, the knowledge of the soil characteristics of the city and the simulation of a scenario earthquake will provide the seismic risk scenarios (damaged buildings). The initial results of the study show that one of the highest sources of uncertainties comes from the difficulty of achieving a precise building typologies classification due to the craft construction without any regulations. Also it is observed that although the occurrence of big earthquakes usually helps to decrease the vulnerability of the cities due to the collapse of low quality buildings and the reconstruction of seismically designed buildings, in the case of Port-au-Prince the seismic risk in most of the districts remains high, showing very vulnerable areas. Therefore the local authorities have to drive their efforts towards the quality control of the new buildings, the reinforcement of the existing building stock, the establishment of seismic normatives and the development of emergency planning also through the education of the population

La relación de los jóvenes con las marcas en Facebook

ICT emergence has produced great changes in advertising campaigns. Strategies and objetives of advertisers are changing. Several communicative formulae have appeared with Internet and social networks offer possibilities both to advertisers and to users. In this article, we analyze the relationship that university students maintain with brands in Facebook, the leader social network. We made a survey directed to 4753 students of University of the Basque Country and results confirm that university students follow brands at the social network. La implantación de las TICs ha supuesto grandes cambios en las campañas publicitarias. Las estrategias y los objetivos de los anunciantes se están modificando. De entre las distintas fórmulas comunicativas que han surgido con Internet, las redes sociales ofrecen posibilidades tanto a los usuarios como a los anunciantes. En este artículo analizamos la relación que los universitarios mantienen con las marcas en las redes, delimitando las mismas a Facebook. Por medio de una encuesta a una muestra de 4753 estudiantes de la Universidad del País Vasco. Los resultados indican que los universitarios siguen a las marcas comerciales.

Children’s exposure on Instagram: instamoms, brand presence and legal loophole

El fenómeno influencer ha permitido a personas previamente desconocidas adquirir altos niveles de popularidad mediante la exhibición de imágenes que recrean sus actividades, sus intereses o su vida cotidiana. Las instamadres son influencers que comparten en la red social Instagram contenido relacionado con su vida familiar, mostrando con frecuencia a sus hijas e hijos pequeños. En sus publicaciones se aprecia alta presencia de marcas comerciales, pero la naturaleza de la relación que mantienen con la publicidad no siempre es clara. Mediante una ficha ad hoc, se han analizado 1.000 publicaciones de diez cuentas de instamadres populares para cuantificar la frecuencia con la que muestran en ellas a menores y la presencia de marca. En el 45,6% de los posts analizados aparecen menores y estas publicaciones reciben un 41% más de likes que aquellas en las que no los hay. En más de la mitad de las publicaciones analizadas aparecen marcas comerciales, y se percibe un incremento al respecto entre 2019 (43,3%) y 2020 (63,5%). Solo en una de cada cinco ocasiones en las que hay una marca se explicita que es publicidad, y por tanto, hay alguna remuneración. Nuestro trabajo demuestra que los niños y niñas son elementos frecuentes en las cuentas de sus instamadres, y contribuyen a generar comunidades grandes y atractivas para la industria publicitaria. Es necesario regular tanto la aparición en estas cuentas de menores como el modo en el que se hace presente la publicidad en ellas.The influencer phenomenon has allowed previously unknown people to attract high levels of popularity through the display of images that recreate their activities, their interests, or their daily life. Instamoms are influencers who share content related to their family life on Instagram, frequently showing their young daughters and sons. In their publications, it is appreciated that commercial brands figure prominently, although the nature of the role they play in advertising strategies is not always clear. Through an ad hoc guide, 1 000 publications from ten popular Instagram accounts were analysed to quantify the frequency in which they show minors, and the presence of brands. Minors appear in 45.6% of the posts analysed and these publications receive 41% more likes than those in which there are no children. Trademarks appear in more than half of the publications analysed, with a pronounced increase in this respect between 2019 (43.3%) and 2020 (63.5%). Only one out of five there is a brand, and they explain that it is paid advertising. Minors feature frequently in the accounts of their mothers, and they contribute to generating large and attractive communities for the advertising industry. It is necessary to regulate the way in which advertising appears on these accounts, as well as the presence of their sons and daughters in them

YouTube celebrity endorsement: audience evaluation of source attributes and response to sponsored content. A case study of influencer Verdeliss

This article analyses follower response to the growing number of product endorsements present in YouTube videos published under the username “Verdeliss” by Estefanía Unzu Ripoll, Spain’s most popular YouTube influencer on the topic of maternity and childcare. Results of a self-administered online survey of 949 Verdeliss followers focused on their individual evaluations of source attributes indicate that Unzu Ripoll’s YouTube fans tend to buy products she endorses on the basis of her perceived likeability and expertise, and that the overall influence she exerts on their purchasing decisions is slight. In closing, the authors offer insights into how social media influencers can enhance the effectiveness of their online endorsements and identify tactics brands can employ to ensure that the influencers they collaborate with are optimally suited to promote their products

La relación de los jóvenes con las marcas en Facebook

La implantación de las TICs ha supuesto grandes cambios en las campañas publicitarias. Las estrategias y los objetivos de los anunciantes se están modificando. De entre las distintas fórmulas comunicativas que han surgido con Internet, las redes sociales ofrecen posibilidades tanto a los usuarios como a los anunciantes. En este artículo analizamos la relación que los universitarios mantienen con las marcas en las redes, delimitando las mismas a Facebook. Por medio de una encuesta a una muestra de 4753 estudiantes de la Universidad del País Vasco. Los resultados indican que los universitarios siguen a las marcas comerciales.ICT emergence has produced great changes in advertising campaigns. Strategies and objetives of advertisers are changing. Several communicative formulae have appeared with Internet and social networks offer possibilities both to advertisers and to users. In this article, we analyze the relationship that university students maintain with brands in Facebook, the leader social network. We made a survey directed to 4753 students of University of the Basque Country and results confirm that university students follow brands at the social network

On-site forest fire smoke detection by low-power autonomous vision sensor

Early detection plays a crucial role to prevent forest fires from spreading. Wireless vision sensor networks deployed throughout high-risk areas can perform fine-grained surveillance and thereby very early detection and precise location of forest fires. One of the fundamental requirements that need to be met at the network nodes is reliable low-power on-site image processing. It greatly simplifies the communication infrastructure of the network as only alarm signals instead of complete images are transmitted, anticipating thus a very competitive cost. As a first approximation to fulfill such a requirement, this paper reports the results achieved from field tests carried out in collaboration with the Andalusian Fire-Fighting Service (INFOCA). Two controlled burns of forest debris were realized (www.youtube.com/user/vmoteProject). Smoke was successfully detected on-site by the EyeRISTM v1.2, a general-purpose autonomous vision system, built by AnaFocus Ltd., in which a vision algorithm was programmed. No false alarm was triggered despite the significant motion other than smoke present in the scene. Finally, as a further step, we describe the preliminary laboratory results obtained from a prototype vision chip which implements, at very low energy cost, some image processing primitives oriented to environmental monitoring.Ministerio de Ciencia e Innovación 2006-TIC-2352, TEC2009-1181

Multidimensional characteristics of complex chronic patients in emergency services in primary care

Background: In Spain, people between 65 and 74 years old have an average of 2.8 chronic problems or diseases, rising to 3.2 among people aged 75 and older. Aims: We aimed to describe the multidimensional characteristics of complex chronic patients who sought urgent care. Design: We conducted a descriptive, cross-sectional, retrospective study, drawing on a large electronic health record database in primary care in Barcelona, Spain. Methods: We used health record data about subjects' clinical state, functional state, mental health state, social state, nutritional state, and movement. A descriptive analysis was carried out to determine percentages and means, given a standard deviation. Finding: In 2019, 3,732 complex chronic patients sought urgent care at the centres under study. Subjects had a mean age of 82.5 ± 9.8 years, and 58.7% (n = 2,189) were women. Frailty was present in 69.3% (n = 2,586), and 81.7% (n = 3,050) were adherent to therapy. There were 2,470 visits to hospital emergency rooms (66.2%) and 1,651 hospital admissions (44.2%). Malnutrition was evident in 46.5% (n = 1,623) and 27.9% (n = 1,042) had low risk of social exclusion. Discussion: Having such descriptive information can help health services from all areas and levels of care to use comprehensive, collaborative practices to care for complex chronic patients and their noninstitutional caregivers. Conclusion: We noted a high proportion of emergency room visits and hospital admissions among complex chronic patients. Low-level depression and malnutrition were detected. Proactive multidisciplinary interventions could improve the situation of these patients