O impacto dos influenciadores digitais na perceção das marcas

Com o aparecimento dos influenciadores digitais surgiu a necessidade de estudar qual o impacto que estes podem ter na perceção de uma marca à qual se associam e qual o consequente impacto no comportamento do consumidor. Assim, com o objetivo de entender este impacto tanto na perceção da marca como no comportamento do consumidor, estabeleceu-se um modelo concetual composto por um conjunto de consequências. Numa primeira fase testou-se o impacto de diferentes variáveis relacionadas com os influenciadores digitais (a confiança, o conhecimento e a atratividade do influenciador, a ligação emocional, congruência de personalidade entre o influenciador e a marca e a congruência de personalidade entre o influenciador e o consumidor) em diferentes variáveis relacionadas com as marcas que estes próprios influenciadores representam (envolvimento com a marca, credibilidade da marca, satisfação com a marca, atitude em relação à marca e devoção do consumidor). Finalmente testou-se o impacto destas diferentes variáveis relacionadas com as marcas no próprio comportamento do consumidor (WOM, intenção de compra e disponibilidade para pagar mais). De forma a investigar estas relações, recorreu-se a técnicas de regressão linear múltipla. Este estudo determinou que a ligação emocional ao influenciador e a congruência de personalidade entre o influenciador e a marca têm um impacto positivo no envolvimento com a marca e que a confiança no influenciador, a ligação emocional e a congruência de personalidade entre o influenciador e a marca têm um impacto positivo na credibilidade da marca. De igual forma, verificou-se que a confiança no influenciador e a congruência de personalidade entre o influenciador e a marca têm um impacto positivo na satisfação com a marca e que a confiança no influenciador tem um impacto positivo na atitude em relação à marca. Verificou-se também que a ligação emocional ao influenciador tem um impacto positivo na devoção do consumidor e que a credibilidade da marca, a satisfação com a marca, a atitude em relação à marca e a devoção do consumidor todas têm um impacto positivo no WOM. Por fim, o impacto positivo da devoção do consumidor foi corroborado tanto na intenção de compra como na disponibilidade para pagar mais. Destaca-se o facto de os resultados obtidos nesta investigação se terem baseado numa amostra de 202 respondentes, tendo os dados sido recolhidos através de questionários. Este trabalho de investigação constitui-se relevante, uma vez que aumenta o conhecimento sobre o endorsement com influenciadores digitais e as consequências do mesmo para as marcas que o incluam na sua estratégia.With the appearance of digital influencers, the need to study their impact on the perception of the brands they are associated with and what impact can this have on consumers behavior surfaced. Therefore, with the goal of understanding this impact both on the perception of the brand and on consumers behavior, a conceptual model, including a group of consequences, was established. To begin, tests were carried out to measure the impact of the different variables related to the influencer (trust, knowledge and attractiveness, emotional connection, personality congruence between the influencer and the brand and personality congruence between the influencer and the consumer) on the different variables related to the brand the influencer is associated with (brand involvement, brand credibility, brand satisfaction, attitude towards the brand and consumer devotion). Finally, tests were conducted to measure the impact of the different variables related to the brand can have on consumers behavior (WOM, purchase intention and willingness to pay more). To investigate these relationships, multiple linear regression techniques were used. This study determined that the emotional connection to the influencer and the personality congruence between the influencer and the brand both have a positive impact on the brand involvement and that trust in the influencer, emotional connection and personality congruence between influencer and brand have a positive impact on brand credibility. Equally, it was possible to verify that trust in the influencer and personality congruence between influencer and brand has a positive impact on brand satisfaction and trust in the influencer has a positive impact on attitude towards the brand. Additionally, it was verified that the emotional connection to the influencer has a positive impact on consumer devotion and that brand credibility, brand satisfaction, attitude towards the brand and consumer devotion all have a positive impact on WOM. Finally, the positive impact of consumer devotion was corroborated for both purchase intention and willingness to pay more. It is important to mention that the results gathered in this study are based on the answer of 202 respondents, obtained through a survey. This research work represents a contribution to the knowledge about endorsement with digital influencers and the consequences this has for brands that include it on their strategy.Mestrado em Marketin

Plano de marketing : lançamento de um novo produto na Beeverycreative

Mestrado em Línguas e Relações EmpresariaisO presente trabalho, elaborado no âmbito do Mestrado de Línguas e Relações Empresariais, assume a forma de relatório e resulta de um estágio curricular realizado na empresa BEEVERYCREATIVE, a primeira – e, até ao momento, única – empresa a produzir impressoras 3D, em Portugal. Num primeiro tempo, propõe-se, neste relatório, uma contextualização da tecnologia de impressão 3D, a sua história e aplicações, bem como a apresentação da empresa, sua missão, visão, valores e cultura organizacional, e, ainda, a sua estrutura organizacional. Segue-se uma análise detalhada do produto que a empresa comercializa, numa perspetiva de marketing, e a caraterização do mercado da impressão 3D, um mercado tão recente que é ainda marcado pelo singular e ainda relativamente desconhecido. Num segundo tempo, procede-se uma descrição das atividades levadas a cabo durante o estágio, às quais se vêm juntar actividades resultantes de um desafio posteriormente lançado pela empresa e que se traduzem na elaboração de um Plano Estratégico de Marketing para o lançamento de um novo produto. O terceiro e último tempo deste relatório apresenta uma análise reflexiva da globalidade da experiência vivida ao longo do estágio, sublinhando-se a pertinência e o impacto dessa mesma vivência.This report arises from the an internship at the company BEEVERYCREATIVE, the first and only company producing 3D printers in Portugal, as a part of the Masters degree in Languages and Business Relationships. Primarily, this report includes a contextualization of the 3D printing technology and its history and applications, as well as the presentation of the company, its mission, vision, values and organisational culture, followed by a detailed analysis of the product it sells, in a marketing perspective and the description of the recent, singular and relatively unknown 3D printing industry. Then, this report includes a description of the activities carried out during the internship and afterwards a challenge set by the company: to elaborate a Strategic Marketing Plan, focusing on the launch of a new product. Finally, this report is concluded with a reflective analysis of this experience as a whole and its impact

NEOTROPICAL XENARTHRANS: a data set of occurrence of xenarthran species in the Neotropics

Xenarthrans—anteaters, sloths, and armadillos—have essential functions for ecosystem maintenance, such as insect control and nutrient cycling, playing key roles as ecosystem engineers. Because of habitat loss and fragmentation, hunting pressure, and conflicts with domestic dogs, these species have been threatened locally, regionally, or even across their full distribution ranges. The Neotropics harbor 21 species of armadillos, 10 anteaters, and 6 sloths. Our data set includes the families Chlamyphoridae (13), Dasypodidae (7), Myrmecophagidae (3), Bradypodidae (4), and Megalonychidae (2). We have no occurrence data on Dasypus pilosus (Dasypodidae). Regarding Cyclopedidae, until recently, only one species was recognized, but new genetic studies have revealed that the group is represented by seven species. In this data paper, we compiled a total of 42,528 records of 31 species, represented by occurrence and quantitative data, totaling 24,847 unique georeferenced records. The geographic range is from the southern United States, Mexico, and Caribbean countries at the northern portion of the Neotropics, to the austral distribution in Argentina, Paraguay, Chile, and Uruguay. Regarding anteaters, Myrmecophaga tridactyla has the most records (n = 5,941), and Cyclopes sp. have the fewest (n = 240). The armadillo species with the most data is Dasypus novemcinctus (n = 11,588), and the fewest data are recorded for Calyptophractus retusus (n = 33). With regard to sloth species, Bradypus variegatus has the most records (n = 962), and Bradypus pygmaeus has the fewest (n = 12). Our main objective with Neotropical Xenarthrans is to make occurrence and quantitative data available to facilitate more ecological research, particularly if we integrate the xenarthran data with other data sets of Neotropical Series that will become available very soon (i.e., Neotropical Carnivores, Neotropical Invasive Mammals, and Neotropical Hunters and Dogs). Therefore, studies on trophic cascades, hunting pressure, habitat loss, fragmentation effects, species invasion, and climate change effects will be possible with the Neotropical Xenarthrans data set. Please cite this data paper when using its data in publications. We also request that researchers and teachers inform us of how they are using these data

Prospective observational cohort study on grading the severity of postoperative complications in global surgery research

Background The Clavien–Dindo classification is perhaps the most widely used approach for reporting postoperative complications in clinical trials. This system classifies complication severity by the treatment provided. However, it is unclear whether the Clavien–Dindo system can be used internationally in studies across differing healthcare systems in high- (HICs) and low- and middle-income countries (LMICs). Methods This was a secondary analysis of the International Surgical Outcomes Study (ISOS), a prospective observational cohort study of elective surgery in adults. Data collection occurred over a 7-day period. Severity of complications was graded using Clavien–Dindo and the simpler ISOS grading (mild, moderate or severe, based on guided investigator judgement). Severity grading was compared using the intraclass correlation coefficient (ICC). Data are presented as frequencies and ICC values (with 95 per cent c.i.). The analysis was stratified by income status of the country, comparing HICs with LMICs. Results A total of 44 814 patients were recruited from 474 hospitals in 27 countries (19 HICs and 8 LMICs). Some 7508 patients (16·8 per cent) experienced at least one postoperative complication, equivalent to 11 664 complications in total. Using the ISOS classification, 5504 of 11 664 complications (47·2 per cent) were graded as mild, 4244 (36·4 per cent) as moderate and 1916 (16·4 per cent) as severe. Using Clavien–Dindo, 6781 of 11 664 complications (58·1 per cent) were graded as I or II, 1740 (14·9 per cent) as III, 2408 (20·6 per cent) as IV and 735 (6·3 per cent) as V. Agreement between classification systems was poor overall (ICC 0·41, 95 per cent c.i. 0·20 to 0·55), and in LMICs (ICC 0·23, 0·05 to 0·38) and HICs (ICC 0·46, 0·25 to 0·59). Conclusion Caution is recommended when using a treatment approach to grade complications in global surgery studies, as this may introduce bias unintentionally

Critical care admission following elective surgery was not associated with survival benefit: prospective analysis of data from 27 countries

This was an investigator initiated study funded by Nestle Health Sciences through an unrestricted research grant, and by a National Institute for Health Research (UK) Professorship held by RP. The study was sponsored by Queen Mary University of London

The surgical safety checklist and patient outcomes after surgery: a prospective observational cohort study, systematic review and meta-analysis

© 2017 British Journal of Anaesthesia Background: The surgical safety checklist is widely used to improve the quality of perioperative care. However, clinicians continue to debate the clinical effectiveness of this tool. Methods: Prospective analysis of data from the International Surgical Outcomes Study (ISOS), an international observational study of elective in-patient surgery, accompanied by a systematic review and meta-analysis of published literature. The exposure was surgical safety checklist use. The primary outcome was in-hospital mortality and the secondary outcome was postoperative complications. In the ISOS cohort, a multivariable multi-level generalized linear model was used to test associations. To further contextualise these findings, we included the results from the ISOS cohort in a meta-analysis. Results are reported as odds ratios (OR) with 95% confidence intervals. Results: We included 44 814 patients from 497 hospitals in 27 countries in the ISOS analysis. There were 40 245 (89.8%) patients exposed to the checklist, whilst 7508 (16.8%) sustained ≥1 postoperative complications and 207 (0.5%) died before hospital discharge. Checklist exposure was associated with reduced mortality [odds ratio (OR) 0.49 (0.32–0.77); P\u3c0.01], but no difference in complication rates [OR 1.02 (0.88–1.19); P=0.75]. In a systematic review, we screened 3732 records and identified 11 eligible studies of 453 292 patients including the ISOS cohort. Checklist exposure was associated with both reduced postoperative mortality [OR 0.75 (0.62–0.92); P\u3c0.01; I2=87%] and reduced complication rates [OR 0.73 (0.61–0.88); P\u3c0.01; I2=89%). Conclusions: Patients exposed to a surgical safety checklist experience better postoperative outcomes, but this could simply reflect wider quality of care in hospitals where checklist use is routine