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 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, he worked in GE Energy and Oracle.

• Anand, Abhinav, Souvik Dutta and Prithwiraj Mukherjee (2023), “Platform exploitation in the sharing economy,” Operations Research Letters, 51(1), pp 41-53
• Mukherjee, Prithwiraj, Souvik Dutta and Arnaud De Bruyn (2022), “Did clickbait crack the code on virality?,” Journal of the Academy of Marketing Science, 50, pp 482-502
• Mukherjee, Prithwiraj (2014), "How chilling are network externalities? The role of network structure," International Journal of Research in Marketing, 31(4), pp 452-456