ABSTRACT
Thousands of celebrities and famous people around the world adopt social media warfare tactics for self-promotion or to support charitable causes of their choice. This chapter examines the positive work and outcomes of celebrity use of social media warfare tactics as well as the impact that negative messaging by celebrities can have on society. Celebrities all have one thing in common: they must self-promote and participate in promotional campaigns that maintain an image and name recognition. In addition to self-promotion, many celebrities and famous people participate in supporting charitable causes or positive messaging to support constructive personal and social behavior. Numerous celebrities support efforts to inform the public about health issues. Celebrities, especially those in film and television, have long been instruments of product promotion whether it was automobiles, clothes, or movie-themed fast-food toys. There are some celebrities who self-promote for profit and name recognition and do so in a manner that disregards social decorum and positive messaging.
