Exploring barriers to adoption of Virtual Reality through Social Media Analytics and Machine Learning – An assessment of technology, network, price and trialability
Artikel i vetenskaplig tidskrift, 2019

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.

Social media analytics

Oculus rift

Virtual reality

Machine learning


HTC vive


Christofer Laurell

Handelshögskolan i Stockholm

Internationella Handelshögskolan i Jönköping

Christian Sandström

Internationella Handelshögskolan i Jönköping

The Ratio Institute

Chalmers, Teknikens ekonomi och organisation, Science, Technology and Society

Adam Berthold

Chalmers, Teknikens ekonomi och organisation, Science, Technology and Society

Daniel Larsson

Student vid Chalmers

Journal of Business Research

0148-2963 (ISSN)

Vol. 100 469-474




Systemvetenskap, informationssystem och informatik med samhällsvetenskaplig inriktning



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