Social media enables medical professionals and authorities to share, disseminate, monitor, and manage health-related information digitally through online communities such as Twitter and Facebook. Simultaneously, artificial intelligence (AI) powered social media offers digital capabilities for organizations to select, screen, detect and predict problems with possible solutions through digital health data. Both the patients and healthcare professionals have benefited from such improvements. However, arising ethical concerns related to the use of AI raised by stakeholders need scrutiny which could help organizations obtain trust, minimize privacy invasion, and eventually facilitate the responsible success of AI-enabled social media operations. This paper examines the impact of responsible AI on businesses using insights from analysis of 25 in-depth interviews of health care professionals. The exploratory analysis conducted revealed that abiding by the responsible AI principles can allow healthcare businesses to better take advantage of the improved effectiveness of their social media marketing initiatives with their users. The analysis is further used to offer research propositions and conclusions, and the contributions and limitations of the study have been discussed.

社交媒体使医疗专业人员和当局能够通过 Twitter 和 Facebook 等在线社区以数字方式共享、传播、监控和管理与健康相关的信息。同时，人工智能 (AI) 驱动的社交媒体为组织提供了数字功能，可以通过数字健康数据选择、筛选、检测和预测问题的可能解决方案。患者和医疗保健专业人员都从这些改进中受益。然而，利益相关者提出的与使用 AI 相关的道德问题需要仔细审查，这可以帮助组织获得信任，最大限度地减少隐私侵犯，并最终促进支持 AI 的社交媒体运营的负责任的成功。本文使用对医疗保健专业人员的 25 次深度访谈的分析得出的见解，研究了负责任的人工智能对企业的影响。进行的探索性分析表明，遵守负责任的人工智能原则可以让医疗保健企业更好地利用其社交媒体营销计划对用户的改进效果。该分析进一步用于提供研究命题和结论，并讨论了研究的贡献和局限性。