KENNESAW, Ga. | October 26,
Why is Elon Musk so popular?
That’s a question Kennesaw State University assistant professor of marketing Prachi Gala hopes to answer next summer as she completes her research visit to the Gordon Institute of Business Sciences at the University of Pretoria in South Africa.
Gala, who teaches in the Michael J. Coles College of Business, was selected for the scholarship after a highly competitive process. She will present at least one seminar, conduct a joint research project with a Gordon Institute faculty member, and spend two weeks in residence in Johannesburg, where the institute is located.
Her research will examine why people are attracted to “dark triad personalities,” which contain a mix of narcissism, Machiavellianism, and psychopathy.
“We see a lot of dark triad leaders out there, but unfortunately or fortunately, they’re very well liked regardless of their personality,” Gala said. “A great example could be Elon Musk. He is in a rage; he tweets what he wants; he wants attention. But despite that, he has a huge following and is loved.”
Musk is often described in news reports as the world’s richest person, famous for leading electric vehicle maker Tesla, private satellite and space transportation company SpaceX and his current bid to buy social media platform Twitter.
Gala’s research proposal suggests that the leaders of the dark triad are liked because of the language they use, which is often derogatory.
“There are some leaders who are very open and don’t mind using derogatory words, and that’s what gives them the edge and puts them in a positive light,” Gala said.
Gala’s research team will collect survey data showing different CEO dialogues – open and polite – then ask which dialogue people prefer.
They will also collect secondary information through Twitter and Instagram to see how many followers those leads have.
Gala also examined CEO behavior earlier this year in an article published in the European Journal of Marketing, which found that CEOs who have high levels of integrity tend to negatively impact each of the three core dimensions of entrepreneurial orientation. : innovation, being proactive and risk-taking.
Gala’s interest in Africa emerged earlier this year when she participated in the 2022 USA Jewish Fund Faculty Summer Fellowship Program in Israel, which gave her the opportunity to connect with Israeli professors from around the country.
One of her most significant interactions, however, involved a group of Ethiopian students who traveled to Israel to learn how to develop agriculture in the desert.
“It inspired me to study more about Africa,” Gala said. “It really inspired me to learn how these students think. There’s not enough help, so they want to help themselves by learning from outside cultures and help their communities from that.”
This led Gala to explore scholarship opportunities in Africa, which eventually led her to the University of Pretoria, where she will conduct research with GIBS Professor Gavin Price.
These global interactions are important to Gala, who teaches an international marketing course at the Coles College of Business.
“Relationship building is always a valuable resource,” Gala said. “That’s my responsibility and I want to develop relationships that help Kennesaw State University as well as their university so we can have student exchanges or something along those lines where we can expand our relationship.”
– David Roberts
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A leader in innovative teaching and learning, Kennesaw State University offers undergraduate, graduate and doctoral degrees to its nearly 43,000 students. With 11 colleges on two metro Atlanta campuses, Kennesaw State is a member of the University System of Georgia. The university’s vibrant campus culture, diverse population, strong global connections and entrepreneurial spirit attract students from across the country and the world. Kennesaw State is a Carnegie-designated doctoral research institution (R2), placing it in an elite group of only 6 percent of US colleges and universities with R1 or R2 status. For more information, visit kennesaw.edu.
