Research Interests: Digital Marketing, Agent-based Modeling, Behavioral Decision Making
Prithwiraj Mukherjee’s research interests include digital marketing, agent-based modeling and behavioral decision making. He is particularly interested in the grey areas of digital marketing like clickbait, influencer fraud and platform exploitation. His research has been published in the Journal of the Academy of Marketing Science, the International Journal of Research in Marketing, and Operations Research Letters. He has also published opinion pieces in outlets like Scroll, Mint, Forbes India and Financial Express.
Prithwiraj has a PhD in Marketing from ESSEC (Cergy-Pontoise, France), an ME in Chemical Engineering from the Indian Institute of Science (Bangalore) and a BE in Chemical Engineering from the National Institute of Technology Karnataka (Surathkal). Before joining AMSoM, he was Assistant Professor of Marketing at the Indian Institute of Management Bangalore, where he developed a Massively Open Online Course (MOOC) titled “Quantitative Marketing Research”, which is available on EdX and Swayam. Before his doctoral studies, Prithwiraj worked in GE Energy and Oracle.
A hustler’s gambit – all in a day’s play, Scroll: https://tinyurl.com/ytk8kuxj
Bengali to Kannada, Sanskrit to French: How I became multilingual, Scroll: https://tinyurl.com/yc7mdmva
Growing up Bengali in Bengaluru: Language is contentious terrain but chauvinism gets us nowhere, Scroll: https://tinyurl.com/mr3atdhd
All you want to know about the TV ratings scandal but were afraid to ask, Forbes India: https://tinyurl.com/3e67u47t
Cauvery dispute: The importance of dimensional analysis, Mint: https://tinyurl.com/yeys8chd