Factors influencing the prioritization of rival public value positions in Brazilian digital government initiatives

Purpose This study aims to identify factors influencing the prioritization of rival public values, with Brazilian state governments as locus. The paper also proposes a conceptual model comprising the intervening factors and their relationships with the public and the value positions. Design/methodology/approach This exploratory study used a qualitative cross-sectional design. A focus group was used as the method of data collection, with 27 civil servants from 13 Brazilian states, representing all geographic regions, serving as respondents. Data analysis was based on the rhetoric of public managers’ discourses in counterpoint to their practical actions regarding decisions on prioritizing public value positions. Findings The government side was analyzed; however, the quantitative validation of the theoretical model remains to be conducted in further research. Research limitations/implications The data analysis revealed that political issues are the primary variable influencing digital government decisions. Therefore, political leadership is the decisive factor driving the choices regarding digital initiatives. It may also indicate why the values adopted differ from those defended by political agents and explain the imperative of efficiency, as political decision-making can interfere with internal factors. The media was the only external factor identified. Practical implications This research contributes to understanding the factors and variables that influence decision-making regarding digital government projects. Social implications The study can help in understanding public value positions, promoting transparency, inclusion and improving governance. Government social media efforts are key in cultivating digital participation and engagement. This digital transformation in government is vital, aligning with the growing expectations of digital experiences, thus empowering citizens and enhancing the relationship between government and citizens. Originality/value The proposed conceptual model makes a relevant theoretical contribution by illustrating the dynamics of prioritizing rival public value positions.