An Analysis of the Social Media Engagement Rates of Posts on the Official Pages of Apple, Samsung, and Mi Mobile Devices

Abstract

This paper aims to familiarize oneself with the concept of engagement rate and its significance in digital marketing. The study explores the differences in average engagement rates across three mobile phones across different segments, namely Apple, Samsung, and Mi phones. This will aid in decoding the various causes of engagement rate disparities among the three selected mobile brands, if any. The average engagement rate based on likes, comments, and shares will be used to determine which mobile has the highest average engagement rate. Hypotheses are tested through the Kruskal-Wallis test (non-parametric test) test) by using Jamovi Data Analysis Cloud Software. This article relied on secondary data and information acquired from each mobile phone's Facebook page (official pages). This is an analytical study based on the engagement rates of Apple, Samsung, and Xiaomi (Mi) smartphones.