Helen McCormick

How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure

Shuang Zhou, Marta Blázquez, Helen McCormick et al. · Journal of Business Research · 2021 · 147 citations · Full text

Digital Marketing, Social Marketing, Social Influence +16

Marketing design elements of mobile fashion retail apps

Victoria Magrath, Helen McCormick · Journal of Fashion Marketing and Management · 2013 · 143 citations

Engineering, Digital Marketing, Consumer Research +22

Fashion retailing – past, present and future

Helen McCormick, Joanna Cartwright, Patsy Perry et al. · Textile Progress · 2014 · 133 citations

Mobile Commerce, Digital Marketing, Interactive Marketing +12

Social media influencers’ narrative strategies to create eWOM: A theoretical contribution

Shuang Zhou, Liz Barnes, Helen McCormick et al. · International Journal of Information Management · 2020 · 131 citations · Full text

Influencer Studies, Media Studies, Theoretical Contribution +12

Analysing the influence of the presentation of fashion garments on young consumers’ online behaviour

Helen McCormick, Charlotte Livett · Journal of Fashion Marketing and Management · 2012 · 100 citations

Digital Marketing, Consumer Research, Brand Strategy +29