Keywords
Public value
Urban governance
Digital out-of-home advertising
Resident preferences
Strategic decision support
How to Cite
Abstract
Purpose: To develop and evaluate a resident-centered competitive-intelligence framework that converts multidimensional assessments of urban visual advertising into strategic governance priorities.
Methodology/approach: The analysis combined 600 complete urban-resident profiles, 45 core measurement items, and 2,400 repeated evaluations of eight advertising scenarios. Reliability, convergent and discriminant validity, HC3-robust standardized regressions, 3,000-resample bootstrap mediation, cross-validated prediction, generalized estimating equations, repeated-measures priority testing, and stability-checked segmentation were used.
Originality/Relevance: The framework integrates aesthetic fit, contextual congruence, informational value, environmental sustainability, clutter, safety, accessibility, privacy, transparency, legitimacy, public preference, and governance support within one decision architecture.
Key findings: Governance transparency and trust was the strongest antecedent of perceived public value and legitimacy (β = .320), and legitimacy was the strongest direct predictor of public preference evaluation (β = .244). Public preference and governance transparency jointly explained 34.0% of policy-support variation. Approval was highest for context-sensitive, safeguarded scenarios and lowest for high-brightness, cluttered, and sensitive-location installations. Ten hypotheses were supported; the adjusted direct privacy path and scenario heterogeneity hypothesis were not supported.
Theoretical/methodological contributions: The study positions legitimacy as the principal conversion mechanism through which public value, sustainability, and institutional transparency become preference intelligence, and it links attitudinal evidence to scenario evaluation, intervention ranking, and resident profiles without treating cross-sectional associations as causal effects.
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