Abstract

MEJIA-TREJO, Juan. How is related the digital marketing innovation and e-leadership in SMES. Towards a gender study. Revista Col. San Luis [online]. 2019, vol.9, n.20, pp.77-111.  Epub Mar 14, 2022. ISSN 2007-8846.  https://doi.org/10.21696/rcsl9202019948.

This paper proposes a construct that relates three previously published models: leadership style, e-leadership skills, and innovation in digital marketing, as a model that reveals how their interrelationships depend on the gender of the manager, in order to achieve the improvement of small and medium enterprises within their digital marketing sector. To this end, documentary research was carried out to determine how gender responds to the aforementioned construct. Among the results, it stands out that there are noticeable differences between the way in which the gender of managers obeys different leadership styles, electronic leadership skills and digital marketing innovation for small and medium enterprises. It is concluded that female executives have greater transformational leadership, are more directed at the business intelligence of small and medium enterprises and the performance of the innovation model, compared to their male counterparts.

Keywords : e-leadership skills; digital marketing innovation; SME; gender.