Abstract
This study explores the integration of responsible artificial intelligence (AI) principles into social media marketing strategies within the digital health sector. With the proliferation of digital health platforms and the growing use of AI technologies in marketing, ensuring ethical practices is paramount. By examining the application of responsible AI principles in this context, this research aims to address concerns related to privacy, fairness, transparency, and accountability. Through a comprehensive analysis of current practices and emerging trends, this study highlights the importance of balancing marketing objectives with ethical considerations to promote trust and engagement among users. Key aspects include leveraging AI algorithms for personalized content delivery while safeguarding user data, implementing transparent AI-driven decision-making processes, and establishing mechanisms for accountability and user empowerment. This investigation offers valuable insights for marketers, policymakers, and stakeholders in navigating the evolving landscape of digital health marketing while upholding ethical standards and fostering positive user experiences. Key Words: Responsible AI, Social Media Marketing, Digital Health, Ethical Practices, Transparency
Published Version
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