O whatsapp na comunicação interna: desenvolvimento de ferramenta de diagnóstico de uso do aplicativo em ambiente organizacional a partir do caso Sebrae-MA

Abstract

Companies, regardless of their area of operation, are adapting to innovations, in order to extract from them the maximum benefits and productivity. It is in this context that the use of new technologies, such as social networks, gain prominence and have transformed the forms of relationships, processes and behaviors of individuals. This research seeks to contribute to the area of Social Communication by analyzing the use of the WhatsApp messaging application, as an internal communication tool of the Brazilian Micro and Small Business Support Service (SEBRAE), in Maranhão, and verifying how the app has been used in the communication process of this organization. For the development of this work, a methodology based on a literature review was used, on the data collected at the institution, and also based on a qualitative and quantitative approach. This case study presents, based on the concepts of design science research, a diagnostic tool for the use of WhastApp in an organizational environment, which proved to be promising to solve the fundamental issue of understanding the adoption of technological tools in the organizational environment.