Jenna Drenten, Ph.D.

Marketing professor with expertise in digital consumer culture, influencer marketing, and media studies

Research Interests

digital consumer culture
social media
consumer identity
influencer marketing
gender
Organizational Behavior and Human Resource Management
Gender Studies
Business and International Management
Communication
Marketing
Visual Arts and Performing Arts
Economics and Econometrics
Anthropology
Social Psychology
Applied Psychology
Sociology and Political Science
Life-span and Life-course Studies
Cultural Studies
Computer Science Applications
Strategy and Management
Literature and Literary Theory
Advanced and Specialized Nursing
LPN and LVN
Assessment and Diagnosis
Emergency Nursing
Critical Care Nursing

About

Dr. Jenna Drenten is an associate professor of marketing in the Quinlan School of Business where she studies *digital consumer culture*: the sociocultural role of social media platforms in everyday consumer life. Her research explains how digital culture—from social media algorithms to the influencer attention economy—structures social and cultural consumption ideologies and how consumers’ lived experiences are mediated, translated, and commodified through digital culture. This includes multiple facets of digital consumer culture—from individual consumer behavior to systemic macro-level structures—across a range of social media platforms. Jenna is an expert in the field of marketing on qualitative social media research methods. Jenna’s work has been published in leading academic journals such as *Journal of Consumer Research*, *Journal of Advertising*, and *New Media & Society*, and her expertise has been featured extensively in media outlets including *The Wall Street Journal, Financial Times,* and *The Washington Post*. For more information, go to [www.jennadrenten.com](http://www.jennadrenten.com/). Jenna serves as an associate editor for the *Journal of Advertising Research*, as the communications chair for GENMAC: Gender, Markets, and Consumers, and as an associate board member for the Chicago Public Library Foundation. In the Quinlan School of Business, she teaches undergraduate and graduate courses in marketing, integrated marketing communications, social media marketing, and brand storytelling. Before pursuing her Ph.D., Jenna worked in corporate communications at BMW Manufacturing Co. in Greer, SC and worked in special events and marketing at Minyanville Media, Inc., an Emmy-Award winning online financial publishing company in New York City.

Publications

Sexualized labour in digital culture: Instagram influencers, porn chic and the monetization of attention

Gender, Work & Organization / Apr 24, 2019

Drenten, J., Gurrieri, L., & Tyler, M. (2019). Sexualized labour in digital culture: Instagram influencers, porn chic and the monetization of attention. Gender, Work & Organization, 27(1), 41–66. Portico. https://doi.org/10.1111/gwao.12354

Influencer Celebrification: How Social Media Influencers Acquire Celebrity Capital

Journal of Advertising / Oct 20, 2021

Brooks, G., Drenten, J., & Piskorski, M. J. (2021). Influencer Celebrification: How Social Media Influencers Acquire Celebrity Capital. Journal of Advertising, 50(5), 528–547. https://doi.org/10.1080/00913367.2021.1977737

An exploratory investigation of the dramatic play of preschool children within a grocery store shopping context

International Journal of Retail & Distribution Management / Sep 05, 2008

Drenten, J., Okleshen Peters, C., & Boyd Thomas, J. (2008). An exploratory investigation of the dramatic play of preschool children within a grocery store shopping context. International Journal of Retail & Distribution Management, 36(10), 831–855. https://doi.org/10.1108/09590550810901017

Visual storytelling and vulnerable health care consumers: normalising practices and social support through Instagram

Journal of Services Marketing / Dec 03, 2019

Gurrieri, L., & Drenten, J. (2019). Visual storytelling and vulnerable health care consumers: normalising practices and social support through Instagram. Journal of Services Marketing, 33(6), 702–720. https://doi.org/10.1108/jsm-09-2018-0262

Celebrity 2.0: Lil Miquela and the rise of a virtual star system

Feminist Media Studies / Oct 04, 2020

Drenten, J., & Brooks, G. (2020). Celebrity 2.0: Lil Miquela and the rise of a virtual star system. Feminist Media Studies, 20(8), 1319–1323. https://doi.org/10.1080/14680777.2020.1830927

Snapshots of the Self: Exploring the Role of Online Mobile Photo Sharing in Identity Development Among Adolescent Girls Jenna Drenten

Online Consumer Behavior / May 04, 2012

Snapshots of the Self: Exploring the Role of Online Mobile Photo Sharing in Identity Development Among Adolescent Girls Jenna Drenten. (2012). In Online Consumer Behavior (pp. 37–68). Routledge. https://doi.org/10.4324/9780203123911-9

Religion-Related Research in the Journal of Macromarketing, 1981-2014

Journal of Macromarketing / Jul 27, 2016

Drenten, J., & McManus, K. (2016). Religion-Related Research in the Journal of Macromarketing, 1981-2014. Journal of Macromarketing, 36(4), 377–387. https://doi.org/10.1177/0276146715623051

Advancing a participatory approach for youth risk behavior: Foundations, distinctions, and research directions

Journal of Business Research / Aug 01, 2013

Mason, M. J., Tanner, J. F., Piacentini, M., Freeman, D., Anastasia, T., Batat, W., Boland, W., Canbulut, M., Drenten, J., Hamby, A., Rangan, P., & Yang, Z. (2013). Advancing a participatory approach for youth risk behavior: Foundations, distinctions, and research directions. Journal of Business Research, 66(8), 1235–1241. https://doi.org/10.1016/j.jbusres.2012.08.017

Gamer Girls: Navigating a Subculture of Gender Inequality

Research in Consumer Behavior / Nov 28, 2016

Harrison, R. L., Drenten, J., & Pendarvis, N. (2016). Gamer Girls: Navigating a Subculture of Gender Inequality. In Consumer Culture Theory (pp. 47–64). Emerald Group Publishing Limited. https://doi.org/10.1108/s0885-211120160000018004

The feminist politics of choice: lipstick as a marketplace icon

Consumption Markets & Culture / Sep 25, 2019

Gurrieri, L., & Drenten, J. (2019). The feminist politics of choice: lipstick as a marketplace icon. Consumption Markets & Culture, 24(3), 225–240. https://doi.org/10.1080/10253866.2019.1670649

The hashtaggable body: negotiating gender performance in social media

Handbook of Research on Gender and Marketing / Feb 22, 2019

Gurrieri, L., & Drenten, J. (2019). The hashtaggable body: negotiating gender performance in social media. In Handbook of Research on Gender and Marketing. Edward Elgar Publishing. https://doi.org/10.4337/9781788115384.00010

Crossing the #BikiniBridge

The Dark Side of Social Media / Sep 14, 2017

Drenten, J., & Gurrieri, L. (2017). Crossing the #BikiniBridge. In The Dark Side of Social Media (pp. 49–70). Routledge. https://doi.org/10.4324/9781315167718-4

Death consumes us – dispatches from the “death professors”

Consumption Markets & Culture / Sep 03, 2017

Dobscha, S., & Podoshen, J. S. (2017). Death consumes us – dispatches from the “death professors.” Consumption Markets & Culture, 20(5), 383–386. https://doi.org/10.1080/10253866.2017.1368470

Digital Payment, “Venmo Me” Culture, and Sociality

The Routledge Handbook of Digital Consumption / Aug 05, 2022

Drenten, J. (2022). Digital Payment, “Venmo Me” Culture, and Sociality. In The Routledge Handbook of Digital Consumption (pp. 98–110). Routledge. https://doi.org/10.4324/9781003317524-10

Big Brother is monitoring

The Routledge Companion to Marketing and Feminism / Jan 06, 2022

Gurrieri, L., & Drenten, J. (2022). Big Brother is monitoring. In The Routledge Companion to Marketing and Feminism (pp. 368–387). Routledge. https://doi.org/10.4324/9781003042587-29

Connecting DEI to explicit and implicit gendered workplace discrimination, harassment, and assault: a commentary on 2019 Marketing Climate Survey

Marketing Letters / Sep 01, 2021

Dobscha, S., Coleman, C., Drenten, J., Ferguson, S., Finkelstein-Young, S., Gurrieri, L., Harrison, R., Hein, W., Houston, H. R., McVey, L., Cherup, A. N., Ostberg, J., Ourahmoune, N., Peñaloza, L., Pounders, K., Prothero, A., Bettany, S., Sredl, K., … Steinfield, L. (2021). Connecting DEI to explicit and implicit gendered workplace discrimination, harassment, and assault: a commentary on 2019 Marketing Climate Survey. Marketing Letters, 32(3), 341–347. https://doi.org/10.1007/s11002-021-09588-2

When kids are the last to know: embodied tensions in surprising children with family vacations

Young Consumers / Jun 18, 2018

Drenten, J. (2018). When kids are the last to know: embodied tensions in surprising children with family vacations. Young Consumers, 19(2), 199–217. https://doi.org/10.1108/yc-08-2017-00728

Un/Re/Doing Gender in Consumer Research: In Conversation with Pauline Maclaran, Lisa Peñaloza, and Craig Thompson

Journal of the Association for Consumer Research / Apr 01, 2021

Drenten, J., Maclaran, P., Peñaloza, L., & Thompson, C. J. (2021). Un/Re/Doing Gender in Consumer Research: In Conversation with Pauline Maclaran, Lisa Peñaloza, and Craig Thompson. Journal of the Association for Consumer Research, 6(2), 296–305. https://doi.org/10.1086/713088

Gone but Not Forgotten: Symbolic Meaning and Motives in Gift-Giving to the Deceased

Developments in Marketing Science: Proceedings of the Academy of Marketing Science / Jan 01, 2015

Drenten, J., McManus, K., & Labrecque, L. (2015). Gone but Not Forgotten: Symbolic Meaning and Motives in Gift-Giving to the Deceased. In Marketing Dynamism & Sustainability: Things Change, Things Stay the Same… (pp. 792–795). Springer International Publishing. https://doi.org/10.1007/978-3-319-10912-1_247

Symbiosis or parasitism? A framework for advancing interdisciplinary and socio-cultural perspectives in influencer marketing

Journal of Marketing Management / Jul 24, 2023

Gurrieri, L., Drenten, J., & Abidin, C. (2023). Symbiosis or parasitism? A framework for advancing interdisciplinary and socio-cultural perspectives in influencer marketing. Journal of Marketing Management, 39(11–12), 911–932. https://doi.org/10.1080/0267257x.2023.2255053

Digital ventriloquism and celebrity access: Cameo and the emergence of paid puppeteering on digital platforms

New Media & Society / Sep 03, 2021

Drenten, J., & Psarras, E. (2021). Digital ventriloquism and celebrity access: Cameo and the emergence of paid puppeteering on digital platforms. New Media & Society, 25(12), 3350–3369. https://doi.org/10.1177/14614448211041175

Curating a consumption ideology: Platformization and gun influencers on Instagram

Marketing Theory / Oct 10, 2023

Drenten, J., Gurrieri, L., Huff, A. D., & Barnhart, M. (2023). Curating a consumption ideology: Platformization and gun influencers on Instagram. Marketing Theory. https://doi.org/10.1177/14705931231207329

More Gamer, Less Girl: Gendered Boundaries, Tokenism, and the Cultural Persistence of Masculine Dominance

Journal of Consumer Research / Oct 03, 2022

Drenten, J., Harrison, R. L., & Pendarvis, N. J. (2022). More Gamer, Less Girl: Gendered Boundaries, Tokenism, and the Cultural Persistence of Masculine Dominance. Journal of Consumer Research, 50(1), 2–24. https://doi.org/10.1093/jcr/ucac046

Centering transgender consumers in conceptualizations of marketplace marginalization and digital spaces

Journal of Consumer Affairs / Mar 06, 2023

Hansman, B., & Drenten, J. (2023). Centering transgender consumers in conceptualizations of marketplace marginalization and digital spaces. Journal of Consumer Affairs. Portico. https://doi.org/10.1111/joca.12520

Feminist academic organizations: Challenging sexism through collective mobilizing across research, support, and advocacy

Gender, Work & Organization / Oct 12, 2022

Gurrieri, L., Prothero, A., Bettany, S., Dobscha, S., Drenten, J., Ferguson, S., Finkelstein, S., McVey, L., Ourahmoune, N., Steinfield, L., & Tuncay Zayer, L. (2022). Feminist academic organizations: Challenging sexism through collective mobilizing across research, support, and advocacy. Gender, Work & Organization. Portico. https://doi.org/10.1111/gwao.12912

The platformed money ecosystem: Digital financial platforms, datafication, and reimagining financial well‐being

Journal of Consumer Affairs / Jun 14, 2022

Ekpo, A. E., Drenten, J., Albinsson, P. A., Anong, S., Appau, S., Chatterjee, L., Dadzie, C. A., Echelbarger, M., Muldrow, A., Ross, S. M., Santana, S., & Weinberger, M. F. (2022). The platformed money ecosystem: Digital financial platforms, datafication, and reimagining financial well‐being. Journal of Consumer Affairs, 56(3), 1062–1078. Portico. https://doi.org/10.1111/joca.12458

Conversations about conducting marketing research in mental health

Journal of Consumer Marketing / Jun 07, 2022

Machin, J. E., Brister, T., Bossarte, R. M., Drenten, J., Hill, R. P., Holland, D. L., Martik, M., Mulder, M., Martik, M., Viswanathan, M., Yeh, M. A., Mirabito, A. M., Rapp Farrell, J., Crosby, E., & Ross Adkins, N. (2022). Conversations about conducting marketing research in mental health. Journal of Consumer Marketing, 39(6), 569–578. https://doi.org/10.1108/jcm-02-2022-5212

Video gaming as a gendered pursuit

Handbook of Research on Gender and Marketing / Feb 22, 2019

Drenten, J., Harrison, R. L., & Pendarvis, N. J. (2019). Video gaming as a gendered pursuit. In Handbook of Research on Gender and Marketing. Edward Elgar Publishing. https://doi.org/10.4337/9781788115384.00007

The Role of Digital Virtual Consumption in Navigating Risk-Laden Life Events

Journal of the Association for Consumer Research / Jan 01, 2018

Drenten, J., & Zayer, L. T. (2018). The Role of Digital Virtual Consumption in Navigating Risk-Laden Life Events. Journal of the Association for Consumer Research, 3(1), 46–62. https://doi.org/10.1086/695700

Graves, gifts, and the bereaved consumer: a restorative perspective of gift exchange

Consumption Markets & Culture / Sep 03, 2017

Drenten, J., McManus, K., & Labrecque, L. I. (2017). Graves, gifts, and the bereaved consumer: a restorative perspective of gift exchange. Consumption Markets & Culture, 20(5), 423–455. https://doi.org/10.1080/10253866.2017.1367680

The Role of Market-Mediated Milestones in Negotiating Adolescent Identity Tensions

Research in Consumer Behavior / Dec 06, 2013

Drenten, J. (2013). The Role of Market-Mediated Milestones in Negotiating Adolescent Identity Tensions. In Consumer Culture Theory (pp. 97–122). Emerald Group Publishing Limited. https://doi.org/10.1108/s0885-2111(2013)0000015006

Royal Rivalry and the Quest for a Son

PsycCRITIQUES / Jan 01, 2009

Zinkhan, G. M., & Drenten, J. M. (2009). Royal Rivalry and the Quest for a Son. PsycCRITIQUES, 54(5). https://doi.org/10.1037/a0014899

Adventure, Courage, and Perseverance

PsycCRITIQUES / Jan 01, 2008

Zinkhan, G. M., & Drenten, J. M. (2008). Adventure, Courage, and Perseverance. PsycCRITIQUES, 53(42). https://doi.org/10.1037/a0013402

A Foundation for Theory Building in Neuroscience and Communication

PsycCRITIQUES / Jan 01, 2008

Zinkhan, G. M., & Drenten, J. M. (2008). A Foundation for Theory Building in Neuroscience and Communication. PsycCRITIQUES, 53(10). https://doi.org/10.1037/a0011184

Future Technology, Consumerism, and the Human Condition

PsycCRITIQUES / Jan 01, 2008

Zinkhan, G. M., & Drenten, J. M. (2008). Future Technology, Consumerism, and the Human Condition. PsycCRITIQUES, 53(51). https://doi.org/10.1037/a0013880

Education

University of Georgia

PhD, Marketing / May, 2012

Athens, Georgia, United States of America

Winthrop University

BS, Integrated Marketing Communications / May, 2007

Rock Hill, South Carolina, United States of America

Experience

Loyola University Chicago

Associate Professor of Marketing / July, 2020Present

Assistant Professor of Marketing / July, 2014June, 2020

John Carroll University

Assistant Professor of Marketing / July, 2012June, 2014

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