Development of methods for monitoring the social media environment in order to create a positive image of digital urban services (using the example of kicksharing)

For digital services, a positive image means not only attractiveness, but also legitimacy - the acceptance of society with the presence of such a service in an urban environment. A positive image is based on emotional intimacy, trust, and a sense of normalcy. At the same time, public relations tools (PR communications) can serve to form a relevant image of innovation, as well as inform and educate the user, and create a cultural behavior scenario. In order to solve these problems, the article examines the specifics of the brand as a multifunctional mobile application that provides access to products and services of the digital ecosystem (superapp). The logic of platform growth is revealed, and a comparative analysis of the eastern and western development trajectories of superapps is carried out. Based on statistical data, including government data, the regulatory and socio-media context of kicksharing is determined, which in the future may help overcome the phase of "discursive conflict" when introducing any innovation that claims to change the configuration of public space. The proposed methodology confirms that in the context of the rapid growth of the kicksharing market in Russia, competition between leading operators is gradually shifting from the tariff plane to the field of public communications. It is media positioning that begins to build the trust of citizens, influences regulatory decisions and sets the rhythm of seasonal demand.