Research Interests: Digital Marketing, Agent-based Modeling, Behavioral Decision Making
Professor Prithwiraj Mukherjee’s primary 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 and the International Journal of Research in Marketing. He has also published opinion pieces in outlets like Mint, Forbes India and Financial Express.
Professor Mukherjee 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, Professor Mukherjee worked in GE Energy and Oracle.