Benjamin Garner Source Confirmed

Affiliation confirmed via AI analysis of OpenAlex, ORCID, and web sources.

Associate Professor

University of Central Arkansas

faculty

11 h-index 30 pubs 474 cited

Research Areas

Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification Media Studies and Communication Innovative Teaching Methods Decision-Making and Behavioral Economics Tourism and Hospitality Research Food Security and Health in Diverse Populations

Links

ORCID Lab Website

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OverviewAI-generated summary

Benjamin Garner's research investigates consumer behavior and communication strategies, particularly within tourism and food industries. He has explored the use of text-mining and analysis of user-generated content from platforms like Yelp and TripAdvisor to understand consumer happiness and improve customer satisfaction in wine tourism destinations. Garner has also examined social media branding, comparing how business-to-business and business-to-consumer companies utilize sustainability messaging on Twitter, and analyzed how a small dairy farm uses Facebook for brand authenticity. His work extends to the farmers' market context, studying consumer information processing, decision-making, and the use of digital communications for brand image management. Additionally, Garner has applied Adult Learning Theory to explore student perceptions of the flipped classroom method and investigated how language drives engagement on social media platforms within wine tourism.

Metrics

h-index: 11
Publications: 30
Citations: 474

Selected Publications

“From fear to confidence: Students’ emotional journey during a service-learning project” (2025) DOI
Exploring how language drives engagement: an analysis of social media engagement on Facebook and Instagram in wine tourism destinations (2025) DOI
Using Adult Learning Theory to Explore Student Perceptions of the Flipped Class Method (2023) DOI
The role of natural scarcity in creating impressions of authenticity at the Farmers’ market (2023) DOI
Theorizing Consumer Perceptions of Food “Quality” at Farmers’ Markets (2023) DOI
Social media branding in the food industry: comparing B2B and B2C companies’ use of sustainability messaging on Twitter (2023) DOI
Analyzing user-generated content to improve customer satisfaction at local wine tourism destinations: an analysis of Yelp and TripAdvisor reviews (2022) DOI
Using digital communications to manage the farmers’ market brand image (2022) DOI
Using Social Media to Establish Authenticity: An Analysis of a Small Dairy Farm’s Use of Facebook (2022) DOI
An ethnographic analysis of consumer information processing and decision-making at farmers’ markets (2022) DOI
Utilizing text-mining to explore consumer happiness within tourism destinations (2021) DOI