Exploring barriers to adoption of Virtual Reality through Social Media Analytics and Machine Learning – An assessment of technology, network, price and trialability

PublikationArtikel (med peer review)
Adam Berthold, Adoption, Christian Sandström, Christoffer Laurell, Daniel Larsson, HTC vive, Machine learning, Oculus rift, Social media analytics, Virtual reality


This paper aims to assess how diffusion of Virtual Reality (VR) technology is taking place and identify potential barriers to increased adoption. This is done by utilising Social Media Analytics to collect a data set covering an empirical material of 6044 user-generated content concerning the market‑leading VR headsets Oculus Rift and HTC Vive, and machine learning to identify critical barriers to adoption. Our findings suggest that there is a lack of sufficient technological performance of these headsets and that more applications are required for this technology to take off. We contribute to literature on VR by providing a systematic assessment of current barriers to adoption while also pointing out implications for marketing.

Laurell, C., Sandström, C., Berthold, A. & Larsson, D. (2019). Exploring barriers to adoption of Virtual Reality through Social Media Analytics and Machine Learning – an assessment of technology, network, price and trialability. Journal of Business Research, 100, 469-474. DOI: 10.1016/j.jbusres.2019.01.017

Liknande innehåll

From Green Deals to Green Bubbles: Time to Question Brussels as an Entrepreneurial State 
Artikel (utan peer review)Publikation
Sandström, C.


Publicerat i

Future Europe Journal, 8.


This paper discusses the notion of an entrepreneurial state and questions the European Union’s (EUs) increasingly interventionist industrial policies. The EU’s green deal is a massive effort to steer the economy in new directions. Unfortunately, green deals have often resulted in green bubbles, i.e. overinvestments that fail to generate any sustainable businesses or industrial transformation in the long term. This paper presents a couple of illustrative examples of failed green deals and synthesises some of the main findings. A couple of factors jointly explain the persistent failure of green deals, including (1) if something sounds too good to be true, it is too good to be true; (2) governments lack incentives and capabilities to act as entrepreneurs; and (3) allocation of large sums of ‘free’ money to innovation and entrepreneurship distort behaviour. Green transitions become more successful when policymakers impose laws and regulations to deal with negative externalities.

Working paper No. 365: Why Green deals may fail – evidence from biogas, bio-ethanol and “fossil free” steel
Working paperPublikation
Sandström, C., & Alm, C.


Publicerat i

Ratio Working Paper Series


Environmental policy is no longer about imposing regulations on industry but is increasingly regarded as industrial policy. Both the EU and national governments are taking more active roles in initiating “green deals” and various technologies aimed to result in sustainable development. In this chapter we describe and discuss some recent experiences of green innovation policies. Historical examples concerning efforts in both biogas and ethanol are combined with a more contemporary description of “fossil free” steel, i.e. steel made by using hydrogen instead of coal. We argue that the presence of large public funds from different funding bodies such as the EU, various government agencies and municipalities has distorted incentives, making it rational for firms to pursue technologies without long term potential. The result has been an absence of sustainable development, mounting debt and financial problems for those actors that have been involved. We explain these results and draw policy conclusions concerning the risks related to green deals. Relatedly, we argue that the EU’s current efforts into hydrogen gas face similar challenges.

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