Palavras-chave
Valor público
Governança urbana
Publicidade digital out-of-home
Preferências dos residentes
Suporte à decisão estratégica
Como Citar
Resumo
Objetivo: Desenvolver e avaliar um framework de Inteligência Competitiva centrado nos residentes, capaz de converter avaliações multidimensionais da publicidade visual urbana em prioridades estratégicas de governança.
Metodologia/Abordagem: A análise combinou 600 perfis completos de residentes urbanos, 45 itens centrais de mensuração e 2.400 avaliações repetidas de oito cenários publicitários. Foram utilizados testes de confiabilidade, validade convergente e discriminante, regressões padronizadas robustas HC3, mediação por bootstrap com 3.000 reamostragens, predição com validação cruzada, equações de estimação generalizadas (GEE), testes de prioridade com medidas repetidas e segmentação com verificação de estabilidade.
Originalidade/Relevância: O framework integra adequação estética, congruência contextual, valor informacional, sustentabilidade ambiental, poluição visual, segurança, acessibilidade, privacidade, transparência, legitimidade, preferência pública e apoio à governança em uma única arquitetura de decisão.
Principais Resultados: A transparência e a confiança na governança constituíram o antecedente mais forte do valor público percebido e da legitimidade (β = 0,320), enquanto a legitimidade foi o preditor direto mais forte da avaliação da preferência pública (β = 0,244). A preferência pública e a transparência da governança explicaram conjuntamente 34,0% da variação no apoio às políticas. A aprovação foi maior para cenários sensíveis ao contexto e dotados de salvaguardas, e menor para instalações caracterizadas por alta luminosidade, poluição visual e localização em áreas sensíveis. Dez hipóteses foram confirmadas; a relação direta ajustada referente à privacidade e a hipótese de heterogeneidade entre os cenários não foram confirmadas.
Contribuições Teóricas/Metodológicas: O estudo posiciona a legitimidade como o principal mecanismo de conversão por meio do qual o valor público, a sustentabilidade e a transparência institucional se transformam em inteligência sobre as preferências dos residentes. Além disso, relaciona evidências atitudinais à avaliação de cenários, à priorização de intervenções e aos perfis dos residentes, sem interpretar associações transversais como efeitos causais.
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