Date of Graduation

5-2025

Document Type

Dissertation

Degree Name

Doctor of Philosophy in Agricultural, Food and Life Sciences (PhD)

Degree Level

Graduate

Department

Agricultural Education, Communications and Technology

Advisor/Mentor

Miller, Jefferson D.

Committee Member

Cox, Casandra K.

Second Committee Member

Doss, William

Keywords

Clientele engagement; Communication strategies; Digital tools in agriculture; Extension outreach; QR codes; QR Technology perceptions

Abstract

Increased smartphone use presents an opportunity to enhance the creative inclusion of Quick Response (QR) codes in extension outreach efforts. Tailoring extension programs to communicate with specific audiences has been identified as essential, highlighting the need for targeted and context-specific strategies. The development of QR code technology has provided a unique approach that allows extension professionals to target clientele with specific extension messages and programs. While extension has a commendable record in educational delivery through traditional forms of outreach, research on how best to employ digital tools with extension audiences is thin at best. Though the rising popularity of QR codes for information exchange is certain, there is still a gap in knowledge about the factors influencing their acceptance and usefulness in extension outreach. Employing social science methodologies including content analysis and semi-structured interviews, this dissertation study assessed the current QR code usage in extension outreach media outlets and described extension agents’ perceptions through semi-structured interviews in the Ozark district of Arkansas. The first article of this study incorporated a content analysis of 105 extension outreach graphics to assess the placement of codes in the outreach communications. The second article was a qualitative study, involving semi-structured interviews with twelve extension professionals. The study shed light on agents' perceptions, adoption patterns, and challenges related to QR code usage. This formative study ascertained local perspectives and priorities, which could then be used to drive communication strategies. It is envisaged that the findings and recommendations of this study will lead to the development of a framework that can be utilized to improve audience-specific communication programming and strategies throughout the area in the southern region where the research was conducted.

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