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. 2021 Sep 13:1–25. Online ahead of print. doi: 10.1007/s10796-021-10191-z

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© The Author(s) 2021

Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/.

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Fig. 1 — A conceptual model of the responsible AI effects. *A1: Responsible AI principles guide responsible AI activities about how to plan, design, and implement AI more responsibly. A2: Responsible AI activities are tightly integrated with social media marketing, which aims to address the ethical issues confronted with these activities. A3: The responsible AI appliance in social media contributes to public digital health, which resulted in the individual’s improvement in health conditions. B1: The level of data quality and consumer trust moderate the implementation of responsible AI principles in practices.