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Associate Professor of Marketing, Loyola University Chicago

Jenna Drenten (PhD, University of Georgia) is Associate Professor of Marketing in the Quinlan School of Business at Loyola University Chicago. Jenna's research explores identity creation, maintenance, and transitions in consumer culture. Her current research explores 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. She studies multiple facets of digital culture and identity, from individual consumer behavior to systemic macro-level structures. Jenna serves on the Steering Committee for the Center for Textual Studies and Digital Humanities (CTSDH) and as the Communications Chair for GENMAC: Gender, Markets, and Consumers.

Experience

  • 2020–present
    Associate Professor of Marketing, Loyola University Chicago
  • 2014–2020
    Assistant Professor of Marketing, Loyola University Chicago
  • 2012–2014
    Assistant Professor of Marketing, John Carroll University

Education

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

Publications

  • 2020
    Celebrity 2.0: Lil Miquela and the Rise of a Virtual Star System, Feminist Media Studies
  • 2019
    The feminist politics of choice: lipstick as a marketplace icon, Consumption, Markets & Culture
  • 2019
    The hashtaggable body: negotiating gender performance in social media, Handbook of Research on Gender and Marketing
  • 2019
    Video gaming as a gendered pursuit, Handbook of Research on Gender and Marketing
  • 2019
    Sexualized labour in digital culture: Instagram influencers, porn chic and the monetization of attention, Gender, Work & Organization
  • 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 Communications (150502)
  • Cultural Studies (2002)
  • Culture, Gender, Sexuality (200205)
  • Communication Technology And Digital Media Studies (200102)
  • Marketing (1505)