A GESTÃO DO CONHECIMENTO NO MARKETING DIGITAL: UMA INVESTIGAÇÃO NO USO DO WHATSAPP E A RELAÇÃO ENTRE OS PROCESSOS DE CRIAÇÃO E COMPARTILHAMENTO DO CONHECIMENTO
DOI:
https://doi.org/10.24883/IberoamericanIC.v9i4.354Keywords:
Uso comercial, processos da Gestão do Conhecimento, organizaçõesAbstract
O WhatsApp tem sido amplamente utilizado no Brasil. Seja para uso pessoal como comercial, o uso acarreta diversas discussões para as empresas, como a privacidade de dados, produtividade dos colaboradores, assedio online, entre outros. Para fins comerciais, o WhatsApp tem se destacado como uma inovação e está se tornando um serviço de Instant Message (IM) frequentemente usado. Assim, este trabalho tem como objetivo investigar como o WhatsApp está sendo utilizado pelas empresas na venda de produtos, oferta de serviços aos clientes e a relação do uso com os processos de criação e compartilhamento do conhecimento no contexto organizacional. Para tanto, foi realizada uma pesquisa bibliográfica por publicações do tema e, posteriormente, conduzidas entrevistas em empresas de segmentos variados na cidade de Maringá-PR. Como resultado desta pesquisa, foi possível observar a importância que o WhatsApp tem desempenhado para as empresas no contexto atual e relacionar as características do uso com os processos da GC.
Downloads
References
Anglano, C. (2014). Forensic analysis of whats app messenger on Android smartphones. DOI: https://doi.org/10.1016/j.diin.2014.04.003
Digital Investigation, 11(3), 201–213.
Bair, J., & Stear, E. (1997). Information management is not knowledge management. Gartner Group Research Note.
Bechina, A., Arntzen, A., & Ribiere, V. (2012). Is the emergence of social software a source of knowledge management revival? In: Leading Issues in Social Knowledge Management. United Kingdom: Academic Publishing Internacional Limited.
Buschmann, T., Melby, L., & Toussaint, P. (2013). Instant messaging at the hospital : Supporting articulation work ? International Journal of Medical Informatics, 82(9), 753– 761. DOI: https://doi.org/10.1016/j.ijmedinf.2013.05.004
Bardin, L. (1977). Análise de Conteúdo. Lisboa: Edições 70.
Charband, Y., Navimipour, N. J. (2016). Online knowledge sharing mechanisms: a systematic review of the state of the art literature and recommendations for future research. Information Systems Frontiers, 18(8), 1131-1151. DOI: https://doi.org/10.1007/s10796-016-9628-z
Dalkir, K. (2005). Knowledge Management in Theory and Practice. Burlington, MA:
Butterworth-Heinemann
Dalkir, K. (2011). Knowledge Management in Theory and Practice. Burlington: Elsevier. Dayani,
A., & Ariff, S. (2014). Convenience or Nuisance ? The ‘ WhatsApp ’ D ilemma. Social
and Behavioral Sciences, 155, 189–196.
Dhuvad, J. M., Dhuvad, M. M., & Kshirsagar, R. A. (2015). Have Smartphones Contributein the Clinical Progress of Oral and Maxillofacial Surgery ? Journal of Clinical an DOI: https://doi.org/10.7860/JCDR/2015/14466.6454
Diagnostic Research, 9(9), 22–24.
Dolen, W. M. Van, Dabholkar, P. A., & Ruyter, K. De. (2007). Satisfaction with Online Commercial Group Chat : The Influence of Perceived Technology Attributes , Chat Group Characteristics , and Advisor Communication Style, Journal of retailing, 83(3), 339–358. DOI: https://doi.org/10.1016/j.jretai.2007.03.004
Echeverria, A., Nussbaum, M., Calderon, J., Bravo, C., & Infante, C. (2011). Face-to-face collaborative learning supported by mobile phones. Interactive Learning Environment, 19(4), 351-363 DOI: https://doi.org/10.1080/10494820903232943
Expande Dream Blings. 65 Amazing WhatsApp Statistics and Facts (December 2018). Disponível em: https://expandedramblings.com/index.php/whatsapp-statistics/. Acesso em: 20 de fev. 2019.
Kotler, P.(2000). Administração de marketing. São Paulo: Prentice Hall
Mallmann, G. L., Maçada, A. C. G., Oliveira, M. (2018) The influence of shadow IT usage on knowledge sharing: An exploratory study with IT users. Business Information Review, 35(1), 17-28. DOI: https://doi.org/10.1177/0266382118760143
Messenger People. WhatsApp, WeChat And Facebook Messenger Apps – Global Messenger Usage, Penetration And Statistics. Disponível em: https://www.messengerpeople.com/global-messenger-usage-statistics/#Brazil. Acesso em: 18 de fev. 2019.
Moran, J. M. (2015). Educação híbrida: Um conceito-chave para a educação hoje. In: BACICH, L.; NETO, A. T.; TREVISANI, F. de M. Ensino híbrido: personalização e tecnologia na educação. Porto Alegre: Penso
Nisafani, A. S., Wibisono, A., Imandani, S. K., & Wibowo, R. P. (2018). Developing Salesperson Performance Indicators on Instant Messaging Platform. Procedia Computer Science, 124, 239–246. DOI: https://doi.org/10.1016/j.procs.2017.12.152
Nonaka, I., & Takeuchi, H. (1995). The knowledge-creating company: How Japanese companies create the dynamics of innovation. Oxford: Oxford University Press. DOI: https://doi.org/10.1016/0024-6301(96)81509-3
Okada, S., Souza, E. M. S. (2001). Estratégias de Marketing Digital na Era da Busca. Revista Brasileira de Marketing, 10(1), 46-72. DOI: https://doi.org/10.5585/remark.v10i1.2199
Resky, I. U., Biazzin, C. (2017). O impacto do WhatsApp em operações: vilão ou aliado? Revista de la Agrupación Joven Iberoamericana de Contabilidad y Administración de Empresas (AJOICA), 17, 84-92.
Parsons, A., Zeisser, M., & Waitman, R. (1998). Organizing today for the digital marketing of tomorrow. Journal of Interactive Marketing, 12(1), 31–46. DOI: https://doi.org/10.1002/(SICI)1520-6653(199824)12:1<31::AID-DIR4>3.0.CO;2-X
Pinto, D., Tenório, N., Bortolozzi, F. (2016). O Uso de Ferramentas Tecnológicas nos Processos de Gestão do Conhecimento. In: VI Congresso Brasileiro de Engenharia de Produção (CONBREBRO), Ponta Grossa: UTFPR-PG, p. 1-1.
Schäper, S., Thalmann, S. (2014). Technology Support for Informal Learninbile Work Situations. Multikonferenz Wirtschaftsinformatik, 844–854.
Tenório, N., Pinto, D., Vidotti, A. F., Oliveira, M. S.; Urbano., G. C.; Bortolozzi, F. (2017). Tool Based on Knowledge Management Process: An Interview Protocol to Gather Functional Requirements from Software Industry Experts. MATTER: International Journal of Science and Technology, 3(1), 45-54. DOI: https://doi.org/10.20319/Mijst.2017.31.4554
Tenório N., Pinto, D., & Bjørn, P. (2018). Accountability in Brazilian Governmental Software Project: How Chat Technology Enables Social Translucence in Bug Report Activities. Computer Supported Cooperative Work (CSCW), 27(3-6), 715-740. DOI: https://doi.org/10.1007/s10606-018-9326-0
Tenório N., & Bjørn, P. (2019). Online Harassment in the Workplace: The Role of Technology in Labour Law Disputes. Computer Supported Cooperative Word (CSCW), 28(3-4) 293-315. DOI: https://doi.org/10.1007/s10606-019-09351-2
Thompson, J. B.(1999) O Advento da interação mediada. A Mídia e a Modernidade: Uma
Teoria Social da Mídia. Petrópolis: Vozes.
Venas, M. D. M., & Lopes, R. A. A. (2016). Como a comunicação via aplicativo whatsapp está influenciando o relacionamento com os clientes. In:
Congresso de Administração, Sociedade e Inovação (CASI), Juiz de Fora, 1111-1127. Wiig, K. M.(1997) Knowledge Management: an introduction and perspective. The Journal of
Knowledge Management, 1(1), 6-14.
Yeboah, J., & Ewur, G. (2014). The Impact of Whatsapp Messenger Usage on Students Performance in Tertiary Institutions in Ghana. Journal of Education and Practice, 5(6), 157–164.
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with this journal agree to the following terms:
1. Authors who publish in this journal agree to the following terms: the author(s) authorize(s) the publication of the text in the journal;
2. The author(s) ensure(s) that the contribution is original and unpublished and that it is not in the process of evaluation by another journal;
3. The journal is not responsible for the views, ideas and concepts presented in articles, and these are the sole responsibility of the author(s);
4. The publishers reserve the right to make textual adjustments and adapt texts to meet with publication standards.
5. Authors retain copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Atribuição NãoComercial 4.0 internacional, which allows the work to be shared with recognized authorship and initial publication in this journal.
6. Authors are allowed to assume additional contracts separately, for non-exclusive distribution of the version of the work published in this journal (e.g. publish in institutional repository or as a book chapter), with recognition of authorship and initial publication in this journal.
7. Authors are allowed and are encouraged to publish and distribute their work online (e.g. in institutional repositories or on a personal web page) at any point before or during the editorial process, as this can generate positive effects, as well as increase the impact and citations of the published work (see the effect of Free Access) at http://opcit.eprints.org/oacitation-biblio.html
• 8. Authors are able to use ORCID is a system of identification for authors. An ORCID identifier is unique to an individual and acts as a persistent digital identifier to ensure that authors (particularly those with relatively common names) can be distinguished and their work properly attributed.
