Digital Stardom: The Role of Social Media in Shaping the Public Personas of Celebrities

Abstract: The rise of social media has transformed the landscape of celebrity culture, enabling celebrities to directly construct, manage, and broadcast their public personas to global audiences. This research explores how platforms such as Instagram, Twitter, and TikTok have become essential tools for digital self-branding, image cultivation, and audience engagement. Through content analysis, sentiment mapping, and interaction metrics, the study examines the mechanisms by which celebrities leverage social media to influence public perception, maintain relevance, and respond to controversies. It also investigates the dynamics of authenticity, para-social interaction, and the blurring boundaries between personal and professional identities in the digital age. The paper highlights the strategic use of social media in establishing digital stardom and its implications for celebrity-fan relationships, influencer economies, and cultural production in the 21st century. Keywords: digital stardom, social media, celebrities, public persona, self-branding, para-social interaction, influencer culture, celebrity image, online engagement, digital authenticity