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

Competencias más valoradas por los profesionales de la publicidad de la Comunidad Autónoma Vasca. Comparación 2008-2016

La presente investigación interroga a los profesionales de la publicidad en la Comunidad Autónoma Vasca (CAV) acerca de cuáles son las áreas de competencia más útiles para su desempeño profesional y sus intenciones de formación a 5 años vista. Compara después esos datos con los de una investigación previa (2008). La valoración de las áreas de competencia por parte de los profesionales ha permanecido relativamente estable en estos últimos 8 años, con la excepción de un notable auge del marketing digital. La creatividad y la planificación estratégica continúan siendo las dos áreas de competencia más valoradas por los profesionales, seguidas del marketing digital, las habilidades comerciales. las habilidades directivas, el conocimiento de los medios de comunicación, el diseño gráfico y la redacción publicitaria. Además, en esta nueva investigación se incluyen las competencias llamadas “actitudinales”. Los profesionales verifican con rotundidad la utilidad y relevancia de dichas competencias para su trabajo diario. Las conclusiones de esta investigación nos permiten reflexionar, a partir de la opinión de los profesionales, cuál debería ser el peso de cada una de las áreas en el plan de estudios del Grado en Publicidad y Relaciones Públicas. También nos sugieren que la formación en competencias actitudinales debería tener un peso específico en créditos ECTS dentro de nuestros grados.This research explores the opinions of Basque advertising professionals regarding the importance of distinct areas of competence to their daily work and those in which they plan to pursue additional training over the next five years. Results of a survey conducted in 2016 are compared with data from a similar study conducted in 2008. Findings indicate that although sector opinion in the Basque County regarding the relative need for specific competences in the workplace has not substantially changed between 2008 and 2016, digital marketing skills have become substantially more important during this period. The areas of competence practicing professionals continue to consider most relevant to their work are creativity and strategic planning, followed by digital marketing, sales skills, management, media planning, graphic design and advertising copywriting. In addition to the functional competences covered in the prior study cited above, this study addresses attitudinal competences, which individuals surveyed agreed were crucial in their field. The findings presented here offer professional insight into the relative weight that competences should have in distinct areas of undergraduate advertising and public relations curricula. Of interest to schools operating within the European Credit Transfer and Accumulation System, the data compiled on the importance of attitudinal competences in daily sector work strongly suggest that attitudinal competences should carry a specific weight in ECTS credits awarded in this type of undergraduate programme

Competencias más valoradas por los profesionales de la publicidad de la Comunidad Autónoma Vasca. Comparación 2008-2016

La presente investigación interroga a los profesionales de la publicidad en la Comunidad Autónoma Vasca (CAV) acerca de cuáles son las áreas de competencia más útiles para su desempeño profesional y sus intenciones de formación a 5 años vista. Compara después esos datos con los de una investigación previa (2008). La valoración de las áreas de competencia por parte de los profesionales ha permanecido relativamente estable en estos últimos 8 años, con la excepción de un notable auge del marketing digital. La creatividad y la planificación estratégica continúan siendo las dos áreas de competencia más valoradas por los profesionales, seguidas del marketing digital, las habilidades comerciales. las habilidades directivas, el conocimiento de los medios de comunicación, el diseño gráfico y la redacción publicitaria. Además, en esta nueva investigación se incluyen las competencias llamadas “actitudinales”. Los profesionales verifican con rotundidad la utilidad y relevancia de dichas competencias para su trabajo diario. Las conclusiones de esta investigación nos permiten reflexionar, a partir de la opinión de los profesionales, cuál debería ser el peso de cada una de las áreas en el plan de estudios del Grado en Publicidad y Relaciones Públicas. También nos sugieren que la formación en competencias actitudinales debería tener un peso específico en créditos ECTS dentro de nuestros grados.This research explores the opinions of Basque advertising professionals regarding the importance of distinct areas of competence to their daily work and those in which they plan to pursue additional training over the next five years. Results of a survey conducted in 2016 are compared with data from a similar study conducted in 2008. Findings indicate that although sector opinion in the Basque County regarding the relative need for specific competences in the workplace has not substantially changed between 2008 and 2016, digital marketing skills have become substantially more important during this period. The areas of competence practicing professionals continue to consider most relevant to their work are creativity and strategic planning, followed by digital marketing, sales skills, management, media planning, graphic design and advertising copywriting. In addition to the functional competences covered in the prior study cited above, this study addresses attitudinal competences, which individuals surveyed agreed were crucial in their field. The findings presented here offer professional insight into the relative weight that competences should have in distinct areas of undergraduate advertising and public relations curricula. Of interest to schools operating within the European Credit Transfer and Accumulation System, the data compiled on the importance of attitudinal competences in daily sector work strongly suggest that attitudinal competences should carry a specific weight in ECTS credits awarded in this type of undergraduate programme

Stress neuropeptide levels in adults with chest pain due to coronary artery disease: potential implications for clinical assessment

: Substance P (SP) and neuropeptide Y (NPY) are neuropeptides involved in nociception. The study of biochemical markers of pain in communicating critically ill coronary patients may provide insight for pain assessment and management in critical care. Purpose of the study was to to explore potential associations between plasma neuropeptide levels and reported pain intensity in coronary critical care adults, in order to test the reliability of SP measurements for objective pain assessment in critical care