Digital synergy: exploring the impact of social media influence, value co-creation and AI adoption on customer adoption

Purpose The purpose of this study is to investigate the digital synergy between social media influence (SMI), value co-creation and customer adoption with the moderating role of artificial intelligence (AI) chatbot adoption in the dermatology pharmaceutical industry. Design/methodology/approach The convenience sampling method is used to gather the data from the customers of dermatology pharmaceutical firms using the survey method. PLS-SEM is used for analyzing this study. Findings The findings indicate the positive effects of SMI on adoption rate, but findings indicate non-significance of AI chatbot adoption as moderating relationship between SMI and value co-creation. Findings also indicate the significance of value co-creation mediating the relationship between SMI and customer adoption of value co-created products. Value co-creation refers to customers’ active involvement in shaping products, services or experiences through interaction, feedback and collaboration with firms. Practical implications This study has practical implications for the dermatology pharmaceutical industry since consumers are practically involved in creating value for themselves jointly with dermatology product manufacturers and sellers, where customers seek information, reviews and opinions from specialists prior to purchasing skincare and dermatological treatments. Originality/value In this study, behavioral reasoning theory was used to validate the SMI and AI chatbot adoption with mediation of value-co-creation, leading to the customer adoption, that has rarely been researched.