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We investigated, through an action research approach, social issues that impact on mobile technology adoption and diffusion in a professional construction management team of a small-to-medium sized South African construction company. The outcome of the study resulted in a framework of thinking that integrates social factors at individual and organisational levels that impacted on the adoption of mobile technologies in the organisation. At the methodological level the study is part of a limited collection of papers that used AR in the study of technology adoption and diffusion and it presents an example of the capability of AR as a method to allow for the integration of the social contexts of users into adoption frameworks.