Application of social media idea validation (smiv) for assessing the market potential of innovative products in social media

Abstract

Abstract: Relevance of the study is determined by the rapid development of the digital marketing environment and the growing role of social media in shaping consumer preferences and disseminating information about new products. In modern conditions, a significant share of communication between producers and potential consumers occurs within social media platforms, which creates new opportunities for analyzing audience reactions to innovative ideas. At the same time, traditional marketing research methods often require considerable time and financial resources, which limits their application at early stages of the innovation process. In this context, the need to apply digital tools for preliminary testing of innovative products becomes increasingly important, particularly the approach of SMIV. The purpose of the article is to investigate and substantiate the possibilities of applying SMIV as a tool for assessing the market potential of innovative products in social media. Research methodology is based on the application of methods of system analysis, generalization and systematization of scientific approaches to evaluating the market potential of innovations, as well as analytical methods for studying behavioral indicators of social media users in the process of preliminary testing of innovative ideas. Results. Modern approaches to assessing the market potential of innovative products in the digital marketing environment have been investigated, and the role of behavioral data of social media users in forming signals of potential demand has been identified. The possibilities of using SMIV for preliminary validation of innovative ideas through the analysis of audience reactions, including views, comments, shares and link clicks, have been examined. The informational potential of behavioral indicators of users as signals of interest in innovative products has been revealed. The main scientific and practical problems of applying SMIV have been identified, including limited representativeness of social media audiences, difficulties in interpreting interaction metrics as indicators of real demand, the influence of social media algorithms on content visibility, and the risk of distorted results caused by information noise or artificial user activity. Conclusions. It has been proven that the use of SMIV increases the effectiveness of preliminary assessment of the market potential of innovative products and reduces uncertainty in innovation activities. The expediency of applying a comprehensive approach to analyzing behavioral data of social media users has been substantiated, which involves combining quantitative interaction indicators with qualitative analysis of user comments, as well as integrating social media data with other sources of digital analytics for more informed decision-making in the development and commercialization of innovative products.