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Trust in the City Council: Understanding the Factors That Influence Citizen Engagement and Adoption of the Municipal Legislative Branch’s Digital Media in São Paulo: A Brazilian Case Study
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Autores
Orientador(es)
Resumo(s)
The engagement and adoption of digital media by the Legislative Power can significantly improve
effective communication, interaction, and the relationship between City Councils and citizens,
promoting citizen participation, as well as promoting citizen satisfaction and engagement. Increasingly
present in the daily lives of the population, digital media play a fundamental role in promoting citizen
participation through access to services, data, and information of the Legislative Power, which can result
in greater trust, perception of responsiveness, and transparency of the Public Power. This study
investigates the citizen’s experience when accessing and interacting with the digital media of the City
Council of São Paulo (portal, website, email, streaming, media sharing platforms, and social
networks).The research methodology applied was quantitative, carried out through an online
questionnaire structured on a 7-point scale, pre-tested with a sample of 30 citizens and the main
research with 362 participants, with 270 validated responses, whose data were analyzed using SmartPLS
4.0.The results highlight the importance of information quality, digital citizen empowerment, and
engagement on the City Council’s social media to promote adoption. The results also indicate the
importance of Trust in the City Council to strengthen both Engagement on the City Council’s social media
and the perception of responsiveness, as well as the importance of the City Council’s information quality
as a fundamental element to increase the perception of transparency.However, the relationships
between perception of responsiveness, Trust in the City Council, and perception of transparency with
adoption were not confirmed. This finding may indicate the need for a strategic review of actions on
digital media to encourage adoption.Finally, the study provides relevant insights for the Municipal
Legislative Houses to produce and distribute assertive communication and quality digital services,
encourage the use of digital media as an instrument of citizen participation, transparency, strengthening,
and institutional trust.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Responsiveness Legislative Power Trust Citizen Engagement Perception of Transparency SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 10 - Reduced inequalities SDG 11 - Sustainable cities and communities SDG 16 - Peace, justice and strong institutions SDG 17 - Partnerships for the goals