Entrepreneurial Personality Traits of Small Business Owners and Their Relationship with Digital Marketing Capabilities for Achieving Competitive Advantage

The current research aims to study the entrepreneurial personality traits of small business owners, with its axes (risk-taking propensity, innovation and creativity, achievement motivation) and the total, and their relationship with digital marketing capabilities across its dimensions (attraction, engagement, retention, communication) and the total, in order to achieve competitive advantage. Data was collected using research tools including (a general data form for small business owners, a questionnaire on entrepreneurial personality traits, and a questionnaire on digital marketing dimensions).The results indicated a statistically significant correlation within the sample between the entrepreneurial personality traits of small business owners (risk-taking propensity, innovation and creativity, achievement motivation) and the total and their digital marketing capabilities across its dimensions (attraction, engagement, retention, communication) and the total. There were statistically significant differences between the mean scores of small business owners based on age group, favoring those aged 30 to under 40 in terms of (risk-taking propensity, innovation and creativity, achievement motivation) and overall entrepreneurial traits. This age group also outperformed in digital marketing dimensions (attraction, engagement, retention, communication) and the total. Statistically significant differences were found in the mean scores of small business owners based on their level of technological proficiency, favoring those with higher proficiency in (risk-taking propensity, innovation and creativity, achievement motivation) and the total.The study recommends enacting laws and regulations to enhance entrepreneurial personality traits and integrate them into educational institutions to boost the entrepreneurial skills of young people..