How Is Related the Digital Marketing Innovation and E-Leadership in SMEs. Towards a Gender Study

Objective. It is to propose a construct relating three previously published models of: leadership style, e-leadership skills and digital marketing innovation, as a construct to disclose how are their relationships dependent to the manager´s gender, for improving their SMEs digital marketing sector.Methodology. A documentary research was applied to determine how the gender responds to the referred construct. A survey with questionnaire based on Likert scale, was applied during Feb.-Jun. 2017 to the total population: 100 SME-CEOs (50 male/50 female) digital marketing agencies located in Guadalajara, México. Using Discriminant Analysis Method based on gender, we disclosed the relationships amongst the construct.Results. There are important differences among how the manager’s gender CEOs responds to the leadership styles, the e-leadership skills and the digital marketing innovation for SMEs. Conclusions. The female managers are more transformational leaders, aimed to the SMEs business savvy and the innovation model performance than male managers