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The paper investigates the socio-technical transition pathways related to innovation niches formation merging the theoretical framework of Strategic Niche Management (SNM) with the Social Network Analysis (SNA) technique. Specifically, focusing on the niche of the virtual and augmented reality, this work tries to shed light on the understanding of the niche development and the related transition towards sustainability. Combining SNM with SNA and utilizing a specific taxonomy, the study allows appreciating the actual cognitive interaction among niche members that determine the transition to succeed. Results show that the investigated niche is characterized by an embryonic stage of development which needs a better support to advance technological shift in order to reinforce the link between Industry 4.0 paradigm and Circular Economy (CE). [ABSTRACT FROM AUTHOR]