Whatsapp como mídia social estratégica para vendas no contexto da pandemia da COVID-19: um estudo nas marcenarias de Caruaru-PE

Considering the technological changes faced by our society in recent years, especially from the Digital Transformation process, companies have resorted to various strategies through the internet, according to the main scientific studies in the area. In this sense, this study aims to analyze the use of WhatsApp as a strategic social media in the sales of products manufactured by carpenters from Caruaru-PE in the context of the COVID-19 pandemic and find alternatives to face the challenges existing in the market. In this research, a qualitative approach is used, based on semi-structured interviews as a procedure to obtain the necessary information to respond to the objectives. The semi-structured interview method was worked through a script, also semi-structured, conceiving it as being open in nature, which allows the interviewee the freedom to speak, however, it directs him to the focuses and objectives of the research.Situating the object study of this research that deals with WhatsApp as a strategic social media for sales, it can be observed that despite it being a digital marketing strategy and the carpenters recognizing its usefulness, the practice of using it on a daily basis and the Other forms of dissemination and monitoring of work still have traces of traditional marketing, showing a modest articulation, especially withregard to social media, as in addition to WhatsApp, participants mentioned the use of Facebook and Instagram as business media as well.