Work

Análisis de las redes sociales y su influencia en el comportamiento del consumidor dentro el sector de la barbería en el municipio de Cercado, Cochabamba

Year: 2025

Type: article

Abstract: This paper aims to analyze the use of social media in the male grooming sector, specifically in barbershops located in the municipality of Cercado, Cochabamba. In the face of a competitive and growing market, the Technology Acceptance Model (TAM) was applied to examine consumers’ perceptions and their influence on digital adoption. Based on the collected data, the impact of these platforms on customer behavior was evaluated, and strategies were proposed to enhance business performance. As a result, an adjustment to the original model was made, providing an adaptation tailored to the needs of the local sector.

Source: Revista Perspectivas

DOI: 10.35319/perspectivas.202556294

Authors: Angel Mauricio Ramos Grágeda, Claudia Viviana Santivañez Ramallo

Institution: Universidad Privada del Valle

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W7126254331

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