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 27 agribusiness proprietors affiliated with a state cooperative based in the south‐eastern Nigerian state of Ebonyi. Findings This paper 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. The paper finds that a willingness of indigenous ICT users is particularly influenced by the recognition and incorporation of visible social imperatives during the adoption process. Research 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. The paper also demonstrates that agricultural enterprises should be treated as ‘normal’ firms in their own right.
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