Emily Hund. The influencer industry: The quest for authenticity on social media

The Influencer Industry: The Quest for Authenticity on Social Media, written by American media researcher Emily Hund, takes the reader on a scouting expedition into the U. S. influencer industry. Hund is a well-established author in social media influencer research, where her works on gender dynamics in the influencer industry have been particularly notable (e. g., Duffy & Hund, 2015, 2019). These works look at social media influence from a creative industry’s angle, and The Influencer Industry also stands in this lineage. Although the title does not make it clear, the book offers, first and foremost, a chronological history of the influencer industry in the United States. Beginning with the advent of political bloggers in the late 1990s, each chapter focuses on a specific period and the overarching developmental milestones Hund identifies as constituting the period. This way, Hund provides a much-needed historical perspective on the influencer industry. However, the book wants to be more than that – and it definitely is – in that it also reflects on how the influencer industry impacts contemporary forms of sociation.