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Jenna Drenten

Associate Professor of Marketing, Loyola University Chicago

Dr. Jenna Drenten is associate professor of marketing in the Quinlan School of Business at Loyola University Chicago, where she teaches undergraduate and graduate courses in marketing, integrated marketing communications, and social media marketing. Jenna’s research explores digital consumer culture: how digital technologies and social media platforms (e.g., TikTok, Instagram, Pinterest, YouTube, Twitter) present new opportunities for consumers to express their identities and navigate life transitions. This includes multiple facets of digital consumer culture, monetization, gender, and identity, from individual consumer behavior to systemic macro-level structures. She is a leading scholar in the field of marketing on qualitative social media research methods.

Jenna's expertise has been featured in media outlets including The Wall Street Journal, The Washington Post, Financial Times, Buzzfeed News, Mashable, Vox, VICE, and more. For more information, go to


  • 2020–present
    Associate Professor of Marketing, Loyola University Chicago
  • 2021–2022
    Acting Chair of the Marketing Department, Loyola University Chicago
  • 2014–2020
    Assistant Professor of Marketing, Loyola University Chicago
  • 2012–2014
    Assistant Professor of Marketing, John Carroll University


  • 2012 
    University of Georgia, PhD, Marketing
  • 2007 
    Winthrop University, BS, Integrated Marketing Communications


  • 2023
    Centering Transgender Consumers in Conceptualizations of Marketplace Marginalization and Digital Spaces, Journal of Consumer Affairs
  • 2022
    The Platformed Money Ecosystem: Digital Financial Platforms, Datafication, and Reimagining Financial Well-being, Journal of Consumer Affairs
  • 2022
    More Gamer, Less Girl: Gendered Boundaries, Tokenism, and the Cultural Persistence of Masculine Dominance, Journal of Consumer Research
  • 2022
    Big Brother is monitoring: Feminist surveillance studies and digital consumer culture, The Routledge Companion to Marketing and Feminism
  • 2021
    Big Brother is Monitoring: Feminist Surveillance Studies and Digital Consumer Culture, Feminist Companion for Marketing and Consumer Research
  • 2021
    Influencer Celebrification: How Social Media Influencers Acquire Celebrity Capital, Journal of Advertising
  • 2021
    Digital Ventriloquism and Celebrity Access: Cameo and the Emergence of Paid Puppeteering on Digital Platforms, New Media & Society
  • 2020
    Celebrity 2.0: Lil Miquela and the Rise of a Virtual Star System, Feminist Media Studies
  • 2020
    Marketing Memeification on Tiktok: Initiating and Leveraging Consumer Creativity For Commercial Means, Association for Consumer Research
  • 2019
    Visual Storytelling and Vulnerable Healthcare Consumers: Normalizing Practices and Social Support through Instagram, Journal of Services Marketing
  • 2019
    Sexualized labour in digital culture: Instagram influencers, porn chic and the monetization of attention, Gender, Work & Organization
  • 2019
    Video gaming as a gendered pursuit, Handbook of Research on Gender and Marketing
  • 2019
    The hashtaggable body: negotiating gender performance in social media, Handbook of Research on Gender and Marketing
  • 2018
    The Role of Digital Virtual Consumption in Navigating Risk-Laden Life Events, Journal of the Association for Consumer Research
  • 2018
    When kids are the last to know: embodied tensions in surprising children with family vacations, Young Consumers
  • 2017
    Graves, gifts, and the bereaved consumer: a restorative perspective of gift exchange, Consumption Markets & Culture
  • 2017
    Crossing the #Bikinibridge: Exploring the role of social media in propagating body image trends, The Dark Side of Social Media
  • 2016
    Gamer Girls: Navigating a subculture of gender inequality, Consumer Culture Theory
  • 2014
    The role of market-mediated milestones in negotiating adolescent identity tensions, Consumer Culture Theory
  • 2012
    Snapshots of the Self: Exploring the Role of Online Mobile Photo Sharing in Identity Development among Adolescent Girls, Online Consumer Behavior: Theory and Research in Social Media, Advertising, and E-tail

Research Areas

  • Marketing (1505)
  • Culture, Gender, Sexuality (200205)
  • Marketing Communications (150502)
  • Communication Technology And Digital Media Studies (200102)
  • Cultural Studies (2002)