• Best Paper Award
• SAIL Merit Scholarship
• Ist prize, Formica Int. Design
• Institute Silver Medal

Journal
• Understanding Value-based Adoption of Virtual Reality (VR): The Role of Content, Regret, and Task-Technology Fit by Viswakarma P., Mukherjee S. , Datta B. Journal of Global Marketing 00-00 (Accepted/In-Press)
• Advancing Rural Tourism: A Framework-Based Review and Empirical Insights by Choudhary V., Datta B., Mukherjee S. Journal of Quality Assurance in Hospitality and Tourism - (2026)
• Rural Tourism: A Hybrid Review and Future Research Agenda by Choudhary V., Datta B., Mukherjee S. International Journal of Consumer Studies 49 - (2025)
• Rural Tourism: A Hybrid Review and Future Research Agenda by Choudhary V., Datta B. , Mukherjee S. International Journal of Consumer Studies 49 - (2025)
• Safety in Numbers? Why Indians at the Bottom of the Pyramid Herd Their Votes and The Policy Implications by Mukherjee S., Datta B. , Baines P. Journal of Political Marketing online 1-27 (2025)
• Safety in Numbers? Why Indians at the Bottom of the Pyramid Herd Their Votes and The Policy Implications by Mukherjee S., Datta B., Baines P. Journal of Political Marketing - (2025)
• Emerging Rural Destinations: Multimethod Approach to Decode What Drives Consumer Behavior by Choudhary V., Datta B., Mukherjee S. Tourism Analysis 30 443-470 (2025)
• Conspicuous consumption at the Indian BOP: a boon or bane? by Srivastava A., Mukherjee S. , Datta B. , Bag T. Journal of Consumer Marketing 42 146-158 (2025)
• Conspicuous consumption at the Indian BOP: a boon or bane? by Srivastava A., Mukherjee S., Datta B., Bag T. Journal of Consumer Marketing 42 146-158 (2025)
• Travel podcast listening: Antecedents and segmentation by M., Datta B. Tourism Management Perspectives 55 - (2025)
• Counterfeit conundrum: Insights into bottom of the pyramid consumer behavior in India by Mukherjee S., Datta B. Journal of Retailing and Consumer Services 82 - (2025)
• Counterfeit conundrum: Insights into bottom of the pyramid consumer behavior in India by Mukherjee S., Datta B. Journal of Retailing and Consumer Services 82 - (2025)
• Application of UTAUT2 on Adopting Artificial Intelligence Powered Lead Management System (AI-LMS) in passenger car sales by Das S., Datta B. Technological Forecasting and Social Change 201 - (2024)
• Effect of Rich Electronic Word of Mouth (eWOM) to Predict Online Purchase Intention in Indian Context Using the Cognitive Theory of Multimedia Learning and SEM-FsQCA by Roy G., Datta B., Mukherjee S., Paul I. International Journal of Human-Computer Interaction - (2024)
• How Online Travel Reviews Sources Affect Travelersâ Behavioral Intentions? Analysis with Source Credibility Theory by Roy G., Datta B., Mukherjee S., Eckert A., Dixit S.K. Tourism Planning and Development 21 299-329 (2024)
• Impact of perceived value on the online purchase intention of base of the pyramid consumers by Srivastava A., Mukherjee S., Datta B., Shankar A. International Journal of Consumer Studies - (2023)
• Voting decision-making of low-income consumers: Literature review and research agenda by Mukherjee S., Datta B., Singh R. International Journal of Consumer Studies - (2023)
• Systematic review of eWOM literature in emerging economy using ACI framework by Roy G., Datta B., Mukherjee S., Shrivastava A.K. International Journal of Emerging Markets Accepted - (2022)
• Impact of political marketing strategies on the BOP voters in India by Mukherjee S., Srivastava A., Datta B., Sengupta S. Marketing Intelligence and Planning 40 994-1009 (2022)
• Effect of eWOM stimuli and eWOM response on perceived service quality and online recommendation by Roy G., Datta B. , Mukherjee S. , Basu R. Tourism Recreation Research 46 457-472 (2021)
• Effect of eWOM valence on purchase intention: the moderating role of product by Roy G., Datta B. , Mukherjee S. , Basu R. International Journal of Technology Marketing 15 158-180 (2021)
• Influence of prior reviews about a firm and its alliance partners on reviewers' feedback: evidence from the airline industry by Chatterjee S., Mukherjee S. , Datta B. Journal of Service Theory and Practice 423-449 (2021)
• The phenomenon of purchasing second-hand products by the BOP consumers by Mukherjee S., Datta B., Paul J. Journal of Retailing and Consumer Services 57 - (2020)
• The Phenomenon of Purchasing Second-Hand Products by the BOP Consumers by Mukherjee S., Datta B. , Paul J. Journal of Retailing and Consumer Services (ABDC-A category) 57 1-16 (2020)
• Exploring mobile banking service quality: a qualitative approach by Shankar A., Datta B. , Jebarajakirthy C. , Mukherjee S. Services Marketing Quarterly 41 182-204 (2020)
• Impact of cashback usage restriction exemption on travel booking: a goal-directed approach by Vishwakarma P., Mukherjee S., Datta B. Tourism Recreation Research 45 218-230 (2020)
• Travelers Intention to Adopt Virtual Reality: A Consumers Value Perspective by Vishwakarma P., Mukherjee S. , Datta B. Journal of Destination Marketing & Management (ABDC-A category) 17 1-13 (2020)
• Retailer selection compulsion in the subsistence markets by Mukherjee S., Jebarajakirthy C., Datta B. Journal of Retailing and Consumer Services 52 - (2020)
• Travelers intention to adopt virtual reality: A consumer value perspective by Vishwakarma P., Mukherjee S., Datta B. Journal of Destination Marketing and Management 17 - (2020)
• Effect of eWOM stimuli and eWOM response on perceived service quality and online recommendation by Roy G., Datta B., Mukherjee S., Basu R. Tourism Recreation Research - (2020)
• Antecedents of Adoption of Virtual Reality in Experiencing Destination: A Study on the Indian Consumers by Vishwakarma P., Mukherjee S., Datta B. Tourism Recreation Research 45 42-56 (2020)
• Measuring e-service quality: A review of literature by Shankar A., Datta B. International Journal of Services, Technology and Management 26 77-100 (2020)
• Constrained purchase decision-making process at the base of the pyramid by Choudhury N., Mukherjee S. , Datta B. Journal of Consumer Marketing (ABDC-A category) 36 178-188 (2019)
• Antecedents of Adoption of Virtual Reality in Experiencing Destination: A Study on the Indian Consumers by Vishwakarma P., Mukherjee S. , Datta B. Tourism Recreation Research (ABDC-A category) 45 - (2019)
• Impact of cashback usage restriction exemption on travel booking: a goal-directed approach by Vishwakarma P., Mukherjee S. , Datta B. Tourism Recreation Research (ABDC-A category) 45 218-230 (2019)
• Triggers of positive eWOM: exploration with web analytics by Amed S., Mukherjee S. , Das P. , Datta B. Marketing Intelligence and Planning (ABDC-A category) 37 433-450 (2019)
• Role of electronic word-of-mouth content and valence in influencing online purchase behavior by Roy G., Datta B., Mukherjee S. Journal of Marketing Communications 25 661-684 (2019)
• Impact of the Antecedents of Electronic Word of Mouth on Consumer Based Brand Equity: A Study on Hotel Industry by Sijoria C., Mukherjee S. , Datta B. Journal of Hospitality Marketing and Management (ABDC-A category) 27 1-27 (2019)
• Impact of the Antecedents of Electronic Word of Mouth on Consumer Based Brand Equity: Synthesis of Literature and Future Research Directions by Sijoria C., Mukherjee S. , Datta B. Marketing Intelligence and Planning 28 1-25 (2019)
• Role of word of mouth content and valence in influencing online Behaviour by Roy G., Mukherjee S. , Datta B. Journal of Marketing Communications (ABDC-B category) 25 661-684 (2019)
• Are the Generic Scales Enough to Measure Service Quality of Mobile Banking? A Comparative Analysis of Generic Service Quality Measurement Scales to Mobile Banking Context by Shankar A., Datta B., Jebarajakirthy C. Services Marketing Quarterly 40 224-244 (2019)
• Quality of tourism destination a scale development by Mukherjee S., Adhikari A. , Datta B. Journal of Indian Business Research 10 70-100 (2018)
• Identify Customer Involvement During Organic Food Purchase Through FCB Grid by Ghosh S., Barai P. , Datta B. Journal of International Food & Agribusiness Marketing 1-17 (2018)
• Factors Affecting Mobile Payment Adoption Intention: An Indian Perspective by Shankar A., Datta B. Global Business Review 19 S72-S89 (2018)
• Impact of the antecedents of eWOM on CBBE by Sijoria C., Mukherjee S. , Datta B. Marketing Intelligence & Planning 36 528-542 (2018)
• Impact of the antecedents of eWOM on CBBE by Sijoria C., Mukherjee S. , Datta B. Marketing Intelligence and Planning (ABDC-A category) 36(5) 528-542 (2018)
• Role of word of mouth content and valence in influencing online behaviour by Roy G., Datta B. , Mukherjee S. Journal of Marketing Communications 26 1-24 (2018)
• Effect of eWOM Valence on Online Retail Sales by Roy G., Datta B. , Basu R. Global Business Review 18 198-209 (2018)
• Ethical Dimension of Consumer Based Brand Equity by Datta B., Mukherjee S. International Journal of Business Excellence 13 91-111 (2017)
• Trends and Future Directions in Online Marketing Research by Roy G., Datta B. , Basu R. Journal of Internet Commerce 16 1-31 (2017)
• Effect of eWOM Valence on Online Retail Sales by Roy G., Datta B. , Basu R. Global Business Review 18 198-209 (2017)
• A study on the antecedents and consequences of customer delight by Dey S., Ghosh S. , Datta B. , Barai P. Total Quality Management & Business Excellence 28 47-61 (2016)
• Reducing Dwell Time Related to Clearing and Forwarding of Export and Import Goods at Kolkata Sea and Air Ports by Koley S., Datta B. , Mukherjee S. Foreign Trade Review 51 1-30 (2016)
• Reducing Dwell Time Related to Clearing and Forwarding of Export and Import Goods at Kolkata Sea and Air Ports by Koley S., Datta B. , Mukherjee S. Foreign Trade Review 51 298-327 (2016)
• How Can Diversity Lead to Innovation? by Datta B. Journal of Leadership Studies 10 60-61 (2016)
• Modeling and Promoting Organic Food Purchase by Ghosh S., Datta B. , Barai P. Journal of Food Products Marketing 22 623-642 (2016)
• Customer Relationship Management Theory and Research in the New Millennium: Directions for Future Research by Debnath R., Datta B. , Mukhopadhyay S. Journal of Relationship Marketing 15 229-325 (2016)
Conferences
• Functional overload: Rethinking choice complexity for bottom-of-the-pyramid consumers. by Mukherjee S., Datta B. AMA Winter Academic Conference, Madrid, Spain. 00-00 (2026)
• Posting aspirations on social media: Identity, status, and culture at the Indian bottom of the pyramid. by Mukherjee S., Datta B. AMA Winter Academic Conference, Madrid, Spain. 00-00 (2026)
• Constrained consumption in essential service ecosystems: A multi-level systems design framework by Poi S., Datta B. International Conference on Industrial Engineering and Operations Management (IEOM), Bangkok, Thailand 00-00 (2026)
• Mapping the rural antenatal mothers' journey: Trust points and touchpoints. by Poi S., Datta B. AMA Summer Educators' Conference 2025 87-91 (2025)
• Influential voices of antenatal care services in rural landscapes. by Poi S., Datta B. AMA Winter Academic Conference 2025 1129-1132 (2025)
• How tourist-intention influence adoption of emerging rural-tourism? by Choudhary V., Datta B. , Mukherjee S. ANZMAC 2024 - (2024)
• Identity Struggles of BoP Consumers by Pandey P., Datta B. , Mukherjee S. ANZMAC 2024 - (2024)
• Innovative frontiers: Exproring factors influencing travel podcasts consumption in the Web 4.4 era by Manisha M., Datta B. European Conference on Innovation and Entrepreneurship 917-927 (2024)
• Evaluating consumer-behavior in rural-tourism of developing economies by Choudhary V., Datta B. , Mukherjee S. ANZMAC 2024 - (2024)
• Travel Podcasts: Regenerative Tourism Marketing Tool by Manisha M., Datta B. ANZMAC 2024 758-761 (2024)
• Can the BOP Consumers Shop Online? by Datta B., Srivastava A. ANZMAC 2022 - (2022)
• Ethical Dimension of Consumer Based Brand Equity by Datta B., Mukherjee S. 2015 ANZMAC main conference innovation and growth strategies in marketing - (2015)
Book
• Services Marketing: A Practical Approach by Datta B. 1-43 (2017)
Article in Periodical
• Values for Leaders by Datta B. IMI Konnect - (2016)

Principal Investigator

• QUALITY MANAGEMENT SYSTEM FOR EDUCATION PROGRAMMES OF IIT KHARAGPUR

Co-Principal Investigator

• A Study on the Voting Decision-Making at the Base of the Pyramid