Dr. Jenna Drenten (PhD, University of Georgia) is Associate Professor of Marketing in the Quinlan School of Business at Loyola University Chicago. Jenna's research aims to understand identity development in consumer culture, with an emphasis on how digital technologies and social media platforms (e.g., TikTok, Instagram, Pinterest, YouTube) 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. Jenna’s research has appeared in the Journal of the Association for Consumer Research, Journal of Macromarketing, Journal of Business Research, and Consumption Markets and Culture, among others. You can find Jenna on Twitter at @jennadrenten or via email at firstname.lastname@example.org.
The community is what makes SMA so special. The scholars within the Society for Marketing Advances are so giving and collaborative - you instantly feel like part of the community. My first SMA conference was as a PhD student at the University of Georgia - I presented a research paper and attended the doctoral consortium. Senior scholars were so welcoming and willing to give me feedback on my research and offer advice on how to navigate what can often be a very challenging career path in academia. The encouragement I got from that very first SMA I attended in 2010 has stuck with me over a decade later -- now a 'senior scholar' myself. I appreciate that SMA is always pushing itself forward, finding new ways to grow the community and offering tangible value to its members through research workshops, conferences, and training for the future of marketing education.
Social media offers so many pathways for more deeply exploring consumption contexts and marketing. In many ways, other fields like digital culture, media studies, and human-computer interaction (HCI) have paved the way for advancing social media methodologies, but these best practices often fail to transfer into the field of marketing. I am looking forward to sharing insights I've learned from using social media methodologies for over a decade and to learn from participants as well. Collaboration and conversation are the keys to advancing methodologies.