Angel Mauricio Ramos GrágedaClaudia Viviana Santivañez Ramallo2026-03-222026-03-22202510.35319/perspectivas.202556294https://doi.org/10.35319/perspectivas.202556294https://andeanlibrary.org/handle/123456789/79543This 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.Welfare economicsGeographyFace (sociological concept)Competitive advantageBusinessAdaptation (eye)Political sciencearticle