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3 Introduction British Academy of Jewellery (BAJ) is a company that makes and retails jewelry with stores in many locations comprising London, Edinburgh, and Cardiff. The company offers cutting-edge jewelry at affordable prices on the high street market. The company maintains its prices low and provides a wide variety of own-branded commodities. The company only operates with a chosen clientele, although they are well-known for their extraordinary designs. The report requires the creation of a dynamic and unique social media campaign that resolves the issues that BAJ has expressed. Besides, the report examines how the main concepts of social media and the social media atmosphere have influenced modern business activities/practices. In addition, the report analyzes how social media has been applied to promote a correlation between consumers and businesses in association with business objectives and aims. The report also critically analyzes how social media is applied by companies to establish and support business aims drawing attention to the influence on brand awareness and customer engagement while highlighting the areas that social media platforms have had their areas of most influence. Further, the report creates a unique and dynamic social media campaign that influences users and is strategically centered, and has determinable outcomes. The key concepts and features of social media in different business practices A range of techniques and technologies are employed in online marketing to advertise and promote services and products online. Because of additional marketing tools and channels made accessible by the internet, online marketing entails a wider range of marketing elements than conventional business marketing. In addition, it includes a broad range of extra mechanisms comprising social media marketing (SMM) and search engine optimization (SEO). Social media offers immense potential for marketing businesses as customers habitually log on to social media platforms daily and are exposed to corporations (Australian Government, 2022). Regardless of the size of the business, social media is far more than the trend as it is an important piece of BAJ's business marketing approach. However, social media by itself is insufficient to propel business growth. But social sites may aid BAJ to connect with its consumers, improve awareness concerning its brand, and promote its sales and leads. It is an efficient and effective means to

6 interaction. Social media platforms may be utilized for the consumer-to-consumer conversation in which two consumers may interact with each other anywhere and anytime. Consumers may interact while posting comments on the blog, being logged in on social networks, or in chat rooms. However, unlike business-to-business or business-to-consumer, consumer-to-consumer has no definitive structure as any platform may be utilized for conversation (Rana et al., 2020). Brands have seized this prospect to emerge ubiquitous and to attain targeted consumers. Brands only have to wear the face of typical consumers, for example, Richard Doe or John Doe. Indeed, the internet preserves anonymity assisting these brands to better comprehend and approach consumers. For instance, in a bid to understand it better, a social networking, Facebook has approximately 1 billion users who are registered. Nonetheless, close to 100 million of these are fake profiles, and a sizeable proportion of them were developed for the sole aim of service/product endorsements (Rexx Systems, 2021). Companies, mostly in disguise of typical users to reach out to other consumers, for example, a beautiful girl who poses with elegant bracelets and chains in almost all her pictures, might well be a fake social media, behind that the social marketing group is operating on behalf of the esteemed fashion industry companies. Despite C2C being for end consumers, companies may also associate their presence to thrive in the industry they operate (Bartnik, 2019). Brands may generate C2C platforms, for example, websites for selling and shopping used products, jewelry renting, and rental accommodation. End-user consumers may frequent the websites and the brands approach them easily. The concept is viable, considering that the brand implements it across all spheres of social media (Sanlad, 2020). Consumers may frequent the portals of C2C and brands may control those portals. End customers may be better targeted by brands, which would monitor the discussions between consumers to collect relevant data and information required to comprehend consumers better. Additionally, social networking is based on consumers who use social media for aims of personal entertainment and social interaction that in turn influence increased brand awareness among consumers (Social Media Today, 2015). Social media may be utilized by companies for enterprise 2.0. Enterprise 2.0 implies the future- centered utilization of social media dynamic management approaches and technologies. It aims at breathing life into the modern-day majorly stagnant intranet, to connect consumers,

9 Enhanced consumer retention Increased number of consumers as demonstrated through active consumers are thinking and feeling about BAJ’s brand in fashion industry. This can be determined through social media sentiment, testimonials, and average response rate such as social customer support/service. Consequently, social media platforms support improved brand awareness or exposure. By involving in social media marketing, brands may reach out to millions of social media users at a low cost and in real time. The strategy improves brand awareness and visibility, increasing engagement, communication, revenue, and patronage (Bartnik, 2019). The table below compares and examines young and older people on Facebook, Instagram, and TikTok. In terms of context, globally users of social media are 46% male and 54% female. The biggest age demographic of international internet users comprises 25-35 age groups, which are approximately 32 percent of users, followed by 35-45, at 19% of users. In the case of people aged 18-24 years, the youngest group, TikTok stands out to be the most preferred for both males and females. BAJ will choose to market its product on social media marketing using Facebook because, in all three age groups, Facebook appears to be the one performing well among young people, and older people (McGRUER, 2019). Facebook also has strength across both genders and age groups making it easier for the brand to reach wider consumers of jewelry products. However, TikTok and Instagram mostly have an attraction for younger users in larger percentages but not the older generation creating a disadvantage to using in social media marketing for the company as illustrated in Figure 1 and Figure 2 below (Ayrshare Team, 2022). In the UK, there are close to 35 million users 45.6% male and 54.1% female. Through advertising on Facebook, the brand will gain customer engagement and reach out to many consumers in the fashion industry other than boosting posts on social media (CyberCrew, 2022)

12 January Youths Unique, affordable, and quality bracelets, chains and rings Look appealing over the others. TikTok, Facebook and Instagram February Older/young people Unique and quality bracelets, chains and rings Class and elegance Facebook, and Instagram March Youths/older Unique and quality bracelets, chains and rings Class and fashion trends Facebook April Women Unique and affordable necklace, chains and bracelets Class and fashion trends Instagram, Facebook, and TikTok May Young /older people Extra ordinary and expensive necklace, chains and bracelets Luxury products access Facebook June Young /older people Unique and affordable products Have unique experience and appearance Facebook Julie Young /older people Extra ordinary and expensive necklace, chains Luxury products access Facebook

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