Marketing professor receives international award from leading journal
By Adriana Geday | Student reporter
Assistant Professor Jenna Drenten was recently named “2016 Reviewer of the Year” for Marketing Education Review, a leading international scholarly journal on marketing education.
The award is given to the journal’s top reviewers each year. Reviewers for Marketing Education Review are faculty members who volunteer to review paper submissions from other academics.
“I always hope that my research will be impactful, and somebody will use it in a practical sense and make a difference in some way, whether it’s pushing forward theory in the field of marketing or introducing new academic innovation that we can use in the classroom,” says Drenten. “By channeling my efforts toward the improvement of the work of others, I am one step closer to achieving my goals as a professor.”
Here Drenten discusses the importance of the award and her own research on gamer girls and the “hashtaggable body.”
What does this honor mean to you as a professor?
I take the peer-review process very seriously as I do my own research. Therefore, being honored and recognized is amazing because the entire premise of the work we are doing is to contribute to the field of marketing and academia. Peer-reviewed journals help ensure that scholars are publishing top-notch articles. The process of reviewing your peers’ work can be tedious, but it’s absolutely worth it to help the authors create better research for the field.
What are you researching currently?
There is always something new to learn with constantly emerging trends, and I love to leverage what’s happening now with potential research topics. The two main projects I am working on right now are on the topics of “gamer girls” and the “hashtaggable body.”
The gamer girl research centers around the gendered experience of gaming as it is typically seen as a man’s world. I am researching how girls who game assert themselves and how they navigate instances when they feel vulnerable as customers.
The other focuses on the cultural branding of body parts online. Particularly, one of my colleagues and I are studying the topic of the “thigh gap,”, and how consumers create these sort of trends around body parts. Further, how from a cultural branding perspective does social media play a role in creating a consumer-driven trend around a body part or specific body image.
What do you hope to accomplish through your own research?
There’s two sides to this for me. Producing really influential research that will positively contribute to future generations and make a difference is one of my main goals.
The other is just getting ideas out there. It’s important to me that my voice is heard and my research is published in front of an audience. Research can take years to get published and you really have to do it for your own intrinsic motivation of really valuing research and intellectual curiosity, so having my voice heard is a privilege.
Why is this research of interest to Quinlan students?
The students, whether they realize it or not, are usually partners in our research. Whether they’re participating in our research projects or they prompted an idea, I think that it’s important that our students know their faculty members are actively pursuing research outside of the classroom. Academic curiosity doesn’t just end with graduation.
The award that I won is from a journal that focuses on academic innovations within the classroom. The research in the journal is always done in a way that better prepares us to serve our students and understand how to handle different situations that might arise in the classroom.
We want to ensure that students are learning what they need to be successful in their future careers and that we as professors are keeping up with the dynamically changing field of marketing. Essentially, the research helps us push the field of marketing in business and come up with new groundbreaking ideas to reach students and consumers and support their well-being.