Jenna Jacobson’s research while affiliated with University of Toronto and other places

Scholarly research on virtual reality (VR) is characterized by a dynamic tension between VR's potential and the challenges impeding its adoption. Grounded in a mixed‐methods systematic review, this research examines the drivers influencing consumer VR adoption by rigorously combining qualitative and quantitative analyses of 158 scholarly articles ranging from 1996 to 2023. Based on an extensive analysis of VR adoption literature, we introduce the Virtual Reality Integrated Adoption Framework (VRIAF), which is the first mixed‐methods systematic review focusing exclusively on VR adoption. This empirically substantiated model integrates key determinants of VR adoption such as consumer attitudes, perceived enjoyment, ease of use, social influences, and previous user experiences. The research identifies four pivotal themes through qualitative exploration, further elucidated by quantitative meta‐analyses and weight analyses. These themes encompass the user experience in VR environments, the role of VR in construction and design, the immersive attributes of VR technologies, and the ongoing technological advancements influencing adoption patterns. This research contributes significantly to the theoretical understanding of VR adoption and provides practical insights for VR professionals. By delineating future research directions, the study bridges the gap between theoretical exploration and practical application, offering a valuable resource for both scholars and practitioners in the field of VR.

With Canada becoming the first G20 country to legalize the recreational use of cannabis, there has been increasing interest in the emergence of this new marketplace. Newspaper framing helps to shape public opinion on legalization and news sources play a role in determining how the public perceives the use of cannabis. This research analyzes how mainstream newspapers reported on the legalization of recreational cannabis in Canada in the years before and after legalization (between 2016 and 2019). Using a content analysis of 1,390 cannabis-related articles, 11 dominant reporting themes are identified. Over time, there was a shift from negative and sensationalist cannabis news coverage toward more balanced and progressive framing. The findings identify the influence of editorial political stance on thematic coverage.

The COVID-19 pandemic has elevated the ‘essential service’ question to the forefront of government policy, business functioning, and public discourse. This qualitative study uses community disaster resilience and institutional work theory to analyse the responses of Canadian grocery retailers to COVID-19. Based on a thematic analysis of 53 grocery retailers’ website messaging over three periods at the height of the first wave of the COVID-19 pandemic in Canada, the research identifies ten themes that capture the retailers’ response to the pandemic. Focusing on major grocery retailers in Ontario, the research tracks messaging concerning the elevated community role of grocery retailers through a period of crisis. We develop a conceptual framework to understand the community disaster resilience levers of grocery retailing during a pandemic. The research highlights the shift in the balance of messaging concerning the institutional logic of grocery retailers, away from market forces towards a community logic. The findings illustrate how grocery retailers stepped up as an essential service and extended their reach beyond the bounds of their underlying institutional logic to encompass the public good.

Given the rise of social media, social media influencers have become an essential part of marketing agencies’ strategies. Advertisers seek to leverage influencers’ large community of followers who place trust in influencers’ recommendations. This trust makes the use of influencer marketing a powerful tool for advertisers. With increasing consumer interest, the sustainable fashion industry has grown and social media influencers are being leveraged to shift consumer perspective and purchasing behavior. Using semi-structured interviews, this research addresses the use of influencers as an advertising tactic in the sustainable fashion industry to analyze the social media practices and monetization strategies of sustainable fashion social media influencers. The term ‘sustainable fashion social media influencers’ is introduced to describe influential content creators who discuss sustainable fashion on social media. Importantly, the research identifies ‘content creation calibration’, which refers to the practice of social media influencers calibrating their content to account for their ethics and desire for compensation. The research highlights the future challenges for advertisers and influencers when linking sustainability to entrepreneurship in influencer marketing.

With Canada becoming the first G20 country to legalize the recreational use of cannabis, there has been increasing interest in the emergence of this new retail market. The research utilizes social media analytics to analyze the public's response to the rollout of the government-controlled cannabis retail stores: Ontario Cannabis Store (OCS). The research analyzes 17,162 tweets mentioning the OCS (@ONCannabisStore) on Twitter in the one-year period following the legalization of recreational cannabis. Using thematic analysis, 19 codes are identified and further categorized under six themes—i.e., consignment, product, retail model, policy, producers, and consumers. The research provides valuable insight into the public's perceptions of the newly legalized cannabis retail market on social media. As a practical implication of the research, key concerns and issues with the initial retail rollout are identified, which provides insight into the evolution of an illegal to legal retail market. The methods can be used by future researchers, policy makers, and emerging cannabis retailers to gather and understand cannabis consumers' opinions on social media. Furthermore, the findings can be leveraged to inform future government policies and decisions around the emergence of this new retail sector.

Purpose The practice of frontline employees articulating their brand voice and posting work-related content on social media has emerged; however, employee brand equity (EBE) research has yet to be linked to employees’ social media activity. This paper aims to take a methods-based approach to better understand employees’ roles as influencers. As such, its objective is to operationalize and apply the three EBE dimensions – brand consistent behavior, brand endorsement and brand allegiance – using Instagram data. Design/methodology/approach This qualitative research uses a case study of employee influencers at SoulCycle, a leading North American fitness company and examines 100 Instagram images and 100 captions from these influential employees to assess the three EBE dimensions. Findings Brand consistent behavior (what employees do) was the most important EBE dimension indicating that employees’ social media activities align with their employer’s values. Brand allegiance (what employees intend to do in the future) whereby employees self-identify with their employer on social media, followed. Brand endorsement (what employees say) was the least influential of the three EBE dimensions, which may indicate a higher level of perceived authenticity from a consumer perspective. Originality/value This research makes three contributions. First, it presents a novel measure of EBE using public Instagram data. Second, it represents a unique expansion and an evolution of King et al. ’s (2012) model. Third, it considers employees’ work-related content on social media to understand employees’ role as influencers and their co-creation of EBE, which is currently an under-represented perspective in the internal branding literature.