Resumen

RAMOS GRAGEDA, Angel Mauricio  y  SANTIVANEZ RAMALLO, Claudia Viviana. Analysis of social networks and their influence on consumer behavior within the barbering sector in the municipality of Cercado, Cochabamba. Perspectivas [online]. 2025, n.56, pp.257-298.  Epub 30-Nov-2025. ISSN 1994-3733.  https://doi.org/10.35319/perspectivas.202556294.

This thesis 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.

Palabras clave : Barbershop; Digital Marketing; TAM Model; Consumer.

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