Guida Helal

Social Media, Online Brand Communities, and Customer Engagement in the Fashion Industry

Guida Helal, 2019, Leveraging Computer-Mediated Marketing Environments.

Social Media and Social Identity in the Millennial Generation

Wilson Ozuem, Guida Helal, 2021, Research Anthology on Strategies for Using Social Media as a Service and Tool in Business.

Social media brand perceptions of millennials

Wilson Ozuem, G. Lancaster, Guida Helal, 2018, International Journal of Retail & Distribution Management.

Social Identity Matters: Social Media and Brand Perceptions in the Fashion Apparel and Accessories Industries

Wilson Ozuem, Guida Helal, 2017 .

Effects of online brand communities on millennials' brand loyalty in the fashion industry

S. Ranfagni, Wilson Ozuem, K. Howell, 2021 .

Social Identity Matters

Wilson Ozuem, Guida Helal, 2020, Global Branding.