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

WhatsApp has been widely used in Brazil. Whether for personal or business use, or use various discussions for organizations. For business purposes, WhatsApp is creating a frequently used instant messaging (IM) service. Thus, this paper aims to investigate how WhatsApp is being used by companies in selling products and services to customers and a relationship with KM processes. To this end, a bibliographic search was made for publications of the theme and interviews conducted in companies from various sectors in Maringa-PR. As a result, it was possible to observe the importance of WhatsApp for companies and to relate how to use them with KM processes.