Jenna Drenten

Title/s:  Associate Professor

Office #:  Schreiber 708

Phone: 312.915.6150



Dr. Jenna Drenten is associate professor of marketing in the Quinlan School of Business, where she teaches undergraduate and graduate courses in marketing, integrated marketing communications, and digital consumer culture. Jenna’s research aims to understand identity development 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. Her research examines multiple facets of digital culture and identity, from individual consumer behavior to systemic macro-level structures.

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. Prior to joining the Quinlan faculty, Jenna was an assistant professor of marketing in the Boler School of Business at John Carroll University.


  • PhD, Marketing, University of Georgia
  • BS, Integrated Marketing Communication, Winthrop University

Research Interests

  • Identity Development
  • Digital Consumer Culture
  • New Media
  • Gender
  • Social Media Marketing

Professional & Community Affiliations


  • Journal of Macromarketing Manuscript Review Board (2019 - Present)
  • GENMAC: Gencer, Markets, and Consumers, Advisory Committee (2019 - Present)
  • Center for Textual Studies and Digital Humanities (CTSDH), Steering Committee (2018 - Present)
  • Marketing Education Review Editorial Review Board (2014 - Present)


  • Association for Consumer Research (ACR)
  • Association of Internet Researchers (AoIR)
  • American Marketing Association (AMA)
  • Consumer Culture Theory Consortium (CCTC)
  • Chicago Consumer Culture Consortium (C4)

Courses Taught

  • Fundamentals of Marketing (Undergraduate)
  • Integrated Marketing Communications (Undergraduate and Graduate)
  • Consumer Behavior (Undergraduate and Graduate)
  • Digital Consumer Culture (Graduate)


  • Faculty Fellow, Gannon Center for Women and Leadership, Loyola University Chicago (2020)
  • Outstanding Reviewer of the Year, Young Consumers (2019)
  • Langerbeck Award for Undergraduate Research Mentoring, Loyola University Chicago (2019)
  • Distinguished Alum, Department of Mass Communication, Winthrop University (2018)
  • Outstanding Teacher of the Year - Undergraduate Programs Quinlan School of Business, Loyola University Chicago (2018)
  • Visiting Research Scholar, RMIT University (2017)
  • Reviewer of the Year, Marketing Education Review (2016)
  • Faculty Fellow, Advertising Educational Foundation’s (AEF) Visiting Professor Program (2015)

Selected Publications

Gurrieri, Lauren and Jenna Drenten (in press), “Visual Storytelling and Vulnerable Healthcare Consumers: Normalizing Practices and Social Support through Instagram,” Journal of Services Marketing.

Gurrieri, Lauren, and Jenna Drenten (2019), “The feminist politics of choice: Lipstick as a marketplace icon” Consumption Markets & Culture, DOI: 10.1080/10253866.2019.1670649.

Drenten, Jenna, Lauren Gurrieri, and Meagan Tyler (2019), “Sexualized Labour in Digital Culture: Instagram Influencers, Porn Chic and the Monetization of Attention,” Gender, Work and Organization, 1-26.

Gurrieri, Lauren and Jenna Drenten (2019), “The hashtaggable body: Negotiating gender performance in social media,” Handbook of Research on Gender and Marketing, Susan Dobscha (ed.), Edward Elgar Publishing, 101-116.

Drenten, Jenna, Robert Harrison, and Nicholas Pendarvis (2019), “Video Gaming as a Gendered Pursuit,” Handbook of Research on Gender and Marketing, Susan Dobscha (ed.), Edward Elgar Publishing, 28-44.

Drenten, Jenna (2018), “When Kids are the Last to Know: Embodied Tensions in Surprising Children with Family Vacations,” Young Consumers, 19(2), 199-217.

Drenten, Jenna and Linda Tuncay Zayer (2018), “Consumers' Management of Risk in Daily Life through Digital Virtual Consumption,” Journal of the Association for Consumer Research, 3(1), forthcoming.

Drenten, Jenna and Lauren Gurrieri (2018), “Crossing the #Bikinibridge:  Exploring the Role of Social Media in Propagating Body Image Trends,” in Angeline G. Close (Ed.), The Dark Side of Social Media: A Consumer Psychology Perspective, New York, NY:  Routledge, 49-70. 

Drenten, Jenna, Kristy McManus, and Lauren Labrecque (2017), “Graves, Gifts, and the Bereaved Consumer:  A Restorative Perspective of Gift Exchange,” Consumption Markets & Culture, 20(5), 423-455.

Drenten, Jenna and Kristy McManus (2016), “Religion-Related Research in the Journal of Macromarketing, 1981-2014,” Journal of Macromarketing, 36(4), 377-387.

Harrison, Robert, Jenna Drenten, and Nicholas Pendarvis (2016), “Gamer Girls: Navigating a Subculture of Gender Inequality,” in Russell W. Belk, Diego Rinallo, and Nil Özçaglar-Toulouse (Eds.), Research in Consumer Behavior:  Consumer Culture Theory, Vol. 18, Bingley, UK:  Emerald Group Publishing Limited, 47-64.

Drenten, Jenna (2014), “The Role of Market-Mediated Milestones in Negotiating Adolescent Identity Tensions,” in Russell W. Belk, Linda Price, and Lisa Peñaloza (Eds.), Research in Consumer Behavior:  Consumer Culture Theory, Vol. 15, Bingley, UK:  Emerald Group Publishing Limited, 97-122.

Mason, Marlys, Jeff Tanner, Maria Piacentini, Dan Freeman, Trena Anastasia, Wided Batat, Wendy Boland, Murad Canbulut, Jenna Drenten, Anne Hamby, Priyam Rangan, and Zhiyong Yang (2013), “Advancing a Participatory Approach for Youth Risk Behavior:  Foundations, Distinctions, and Research Directions,” Journal of Business Research, 66 (8), 1235-1241.

Drenten, Jenna (2012), “Snapshots of the Self: Exploring the Role of Online Mobile Photo Sharing in Identity Development among Adolescent Girls,” in Angeline G. Close (Ed.), Online Consumer Behavior: Theory and Research in Social Media, Advertising, and E-Tail, New York, NY: Routledge, 3-34.

Mason, Marlys, Jeff Tanner, Maria Piacentini, Dan Freeman, Trena Anastasia, Wided Batat, Wendy Boland, Murad Canbulut, Jenna Drenten, Anne Hamby, Priyam Rangan, and Zhiyong Yang (2011), “Youth and Risky Consumption: Moving Toward a Transformative Approach,” Journal of Research for Consumers, 19, 1-8, available at http://jrconsumers.com/Academic_Articles/issue_19/Youth_and_risk_academic4.pdf.

Drenten, Jenna, Cara Okleshen Peters, Thomas Leigh, and Candice R. Hollenbeck (2009), “Not Just a Party in the Parking Lot:  An Exploratory Investigation of the Motives Underlying the Ritual Commitment of Football Tailgaters,” Sport Marketing Quarterly, 18(2), 92-106.

Drenten, Jenna, Cara Okleshen Peters, and Jane Boyd Thomas (2008), “An Exploratory Investigation of the Dramatic Play of Preschool Children Within a Grocery Store Shopping Context,” International Journal of Retail and Distribution Management, 36(10), 831-855.  Authors alphabetical.