Social networks among small agribusinesses in Nigeria

Purpose The 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/approach The research was conducted utilising a qualitative approach. The authors conducted semi‐structured interviews with agribusiness proprietors and data were subsequently analysed using template analysis. Findings Based 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/implications The 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/value The 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.