Marketing
Research Interests: Digital Marketing, Agent-based Modeling, Behavioral Decision Making, Platform Exploitation, Generative Artificial Intelligence
Profile
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. He is currently interested in the effects of generative artificial intelligence on the workplace, and in consumers. 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.
Publications
- Ferecatu, Alina, Arnaud De Bruyn and Prithwiraj Mukherjee (2024), "Silently killing your panelists one email at a time: The true cost of email solicitations," Journal of the Academy of Marketing Science, 52, pp 1216-1239
- Anand, Abhinav, Souvik Dutta and Prithwiraj Mukherjee (2023), “Platform exploitation in the sharing economy,” Operations Research Letters, 51(1), pp 47-53 [authorship in alphabetical order - equal contribution]
- 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
Working papers (selected)
- Mukherjee, Prithwiraj and Souvik Dutta, "When generative artificial intelligence enhances the quality of human output: Workplace implications," Submitted for review
- Anand, Abhinav, Souvik Dutta, Tarun Jain and Prithwiraj Mukherjee, "The ignoble economics of AI-washing," Submitted for review [authorship in alphabetical order - equal contribution]
- De Bruyn, Arnaud, Prithwiraj Mukherjee and Ayse Onculer, "A unifying and parsimonious model of anchoring and context-dependent preferences," To be submitted
- Anand, Abhinav, Souvik Dutta, Tarun Jain and Prithwiraj Mukherjee, "Contracting an influencer with fake followers: An analysis under information asymmetry," To be submitted [authorship in alphabetical order - equal contribution]
Massively open online courses (MOOCs)
Quantitative Marketing Research (part of IIMBx MOOCs)
- EdX homepage: https://tinyurl.com/yku5ydy4
- Swayam homepage: https://tinyurl.com/3uejnvfu
Non-academic writing (selected)
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As MAGA attacks Indian tech workers and H1B visas, a debate about racism plays out on social media, Scroll (2024): https://tinyurl.com/ykn5ndwr
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The AI future from a 70-year-old Roald Dahl story is here – are you afraid?, Scroll (2024): https://tinyurl.com/v36femej
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A hustler’s gambit – all in a day’s play, Scroll (2023): https://tinyurl.com/ytk8kuxj
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Bengali to Kannada, Sanskrit to French: How I became multilingual, Scroll (2023): https://tinyurl.com/yc7mdmva
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Growing up Bengali in Bengaluru: Language is contentious terrain but chauvinism gets us nowhere, Scroll (2023): https://tinyurl.com/mr3atdhd
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All you want to know about the TV ratings scandal but were afraid to ask, Forbes India (2020): https://tinyurl.com/3e67u47t
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Cauvery dispute: The importance of dimensional analysis, Mint (2016): https://tinyurl.com/yeys8chd
Podcast appearances (selected)
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Will the new e-commerce rules really favour consumers? The Hindu Parley Podcast (2021): https://tinyurl.com/yc3y64wf
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Maximum Retail Price, The Seen and the unseen (2017): https://tinyurl.com/47jsvyyf
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How not to test public opinion, More or less, BBC World Service (2016): https://tinyurl.com/37kn9b6n