My research areas include the following broad domains:
- Consumer Behaviour
- Rural Marketing
- Marketing to the Bottom of the Pyramid
- Tourism/medical tourism/rural tourism/techno-tourism
- Social Media Marketing

All Publications

Consumer Behaviour by Mukherjee S. 1-475 (2012)
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)
Aspirational consumption at the bottom of pyramid: A review of literature and future research directions by Srivastava A., Mukherjee S. , Jebarajakirthy C. Journal of Business Research (ABDC-A category) 110 246-259 (2020)
Retailer Selection Compulsion at the Bottom of the Pyramid Market: An emergent perspective of retailing by Mukherjee S., Jebarajakirthy C. , Datta B. Journal of Retailing and Consumer Services (ABDC-A category) 52 - (2020)
Improving base-of-the-pyramid consumer welfare through mobile technology services by Pandey D., Mukherjee S., Das G., Zhang J.Z. Journal of Services Marketing 36 232-244 (2022)
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)
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)
Forty-three years Journey of Tourism Recreation Research: A Bibliometric Analysis by Vishwakarma P., Mukherjee S. Tourism Recreation Research (ABDC-A category) 44 403-418 (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)