Purpose -The purpose of this paper is to critically examine how social augmented parameters impact on the effective adoption of Information and communication technology (ICT) by small scale agribusinesses operating in Southeast Nigeria. The relevance of incorporating social imperatives in scholarship focused on technology adoption is due to its role in sustaining the process of adoption and diffusion.Design/methodology/approach -Data were gathered from a focus group made up of twenty-seven Agribusiness proprietors affiliated with a state cooperative based in the south-eastern Nigerian state of Ebonyi.Findings -This article puts forward an argument that to ensure successful diffusion of innovation, a balance must be maintained between the amount of effort expended in the design of ICT and social factors such as language and traditional life. We find that a willingness of indigenous ICT users is particularly influenced by the recognition and incorporation of visible social imperatives during the adoption process. 2Research limitations/implications -The outcome of this study highlights important issues for ICT adoption. One particular area that must be taken into consideration is the adoption channel. Perceptions of ICT adoption will differ significantly among adopters.For this reason, the need for developing an appropriate adoption channel that ensures successful diffusion of the innovation should be recognised.Originality/value -This study contributes to ongoing research in ICT innovation adoption in small agribusinesses operating in indigenous societies. The theoretical implications of this paper are the development of a conceptual ICT adoption framework that emphasises social imperatives. We also demonstrate that agricultural enterprises should be treated as 'normal' firms in their own right. Type of paper-Research Paper

PurposeThe purpose of this paper is to focus on the diffusion of information and communication technology (ICT) among small indigenous agribusinesses operating in southeast Nigeria. The study emphasises the role played by social networks in the process of innovation and technology diffusion.Design/methodology/approachThe research was conducted utilising a qualitative approach. The authors conducted semi‐structured interviews with agribusiness proprietors and data were subsequently analysed using template analysis.FindingsBased on interviews of 27 small indigenous agribusinesses proprietors, the major findings from the interviews appear to point to four major social imperatives that impact on ICT diffusion in developing countries.Research limitations/implicationsThe main objective of the authors is to show how interaction between different actors and their engagement in the social process plays a major role in ICT diffusion. In particular, the authors highlight the role played by cultural imperatives in sustaining the diffusion of innovation process.Originality/valueThe incorporation of social network theory in innovation and technology diffusion scholarship is recent and very much at the developmental stage. Its contribution has however been accentuated by the role enterprises play during the diffusion process.

PurposeIn the literature, technology has been shown to perform two major roles, one functionalist and the second symbolic. The purpose of this paper is to explore how cultural expressions in the form of symbols impact on technology diffusion.Design/methodology/approachData were obtained primarily through qualitative research (semi‐structured interviews, document analysis and field notes/observation). Data analysis and coding was conducted using template analysis (Atlas.ti).FindingsThe findings of the research suggest that an understanding of the symbolic role of technology in the form of “space”, physical structures, communication facilitators and a status symbol may enhance the success of its adoption among indigenous agribusinesses.Research limitations/implicationsThe study is limited by its focus on a select set of symbolic dimensions of culture. Emphasising a limited set of cultural dimensions assumes that other imperatives may not have a high impact on technology diffusion.Originality/valueThe focus in this case is on small‐scale indigenous agribusinesses operating in the Southeast of Nigeria. The authors employ broader social anthropological and sociological theories which lie outside the parameters of standard technology adoption and diffusion of innovation theories to support the study.

In this paper, the authors examine the process of diffusion of innovation ICT within agrarian business enterprises operating in developing countries. There is substantial research in the area of Diffusion of Innovation Theory (DoI) and its application to Information Systems (IS) research within organisations. However, in recognition of the conceptual limitations of DoI, researchers have called for the incorporation of aspects of Social Network Theory (SNT) into DoI frameworks. The findings of this research suggest that an understanding of the conceptual basis of innovation is a major driver of successful innovation adoption.

In this paper, the authors examine the process of diffusion of innovation ICT within agrarian business enterprises operating in developing countries. There is substantial research in the area of Diffusion of Innovation Theory (DoI) and its application to Information Systems (IS) research within organisations. However, in recognition of the conceptual limitations of DoI, researchers have called for the incorporation of aspects of Social Network Theory (SNT) into DoI frameworks. The findings of this research suggest that an understanding of the conceptual basis of innovation is a major driver of successful innovation adoption.