DEMYSTIFYING LEADERSHIP: A HOLISTIC ANALYSIS OF ITS ROLE, INCLUDING DEMOGRAPHIC FACTORS IN E-COMMERCE IN SMES IN AD DAKHILIYAH GOVERNORATE, OMAN

This quantitative study with a sample of 375 participants from small and medium enterprises (SME) in the Ad Dakhiliyah region of Oman examines the impact of transformational and transactional leadership styles on E-commerce adoption (ECA). A multi-group (MGA) analysis was conducted to investigate the influence of demographic factors on ECA through leadership styles. Using statistical analyses via SPSS and SmartPLS 4, the study shows significant gender differences in the influence of leadership styles on ECA. In addition, comparisons were made with two other demographic factors — age and leadership position. However, caution should be exercised when generalising beyond the study's focus on the Ad Dakhiliyah region. Despite a comprehensive investigation, the age factor shows an insignificant difference in the impact of transformational and transactional leadership on ECA. This study makes an important contribution to the understanding of leadership dynamics in the digital age in Omani SMEs, highlighting the gender nuances. The integration of robust research models and statistical tools enhances methodological rigour and provides practitioners and future researchers with nuanced perspectives on leadership and technology adoption in the Ad Dakhiliyah region and in the broader context of Omani SMEs. Keywords: Leadership Style, E-commerce Adoption, Technology Adoption, Gender, SME, Oman, SmartPLS.