Abstract

The study explores if translating English social media input into Urdu language has any impact on audience engagement; specifically whether sentiment-consistent translations along with cultural adaptation can affect the count of likes, shares and comments. This study has the potential to clarify whether translated content increases relevance and engagement for Urdu-speaking audiences as compared to original English content. The study used an independent samples t-test using SPSS to compare audience engagement data relating to English and translated Urdu content. The results show statistically significant difference in engagement metrics where the original English content performs better than its Urdu translation. This analysis has shown that on average, the English content earned 491 % more engagement compared to this translated in Urdu. Statistical difference was significant due to the p-value 0.002 and a confidence interval of 95% ranging between 241.75 % and 740.25 %. These results imply that the Urdu-speaking users better interact with original English social media content comparing to its translated Urdu version. As a result, the study does not accept the null hypothesis that translated content would provide as much or better engagement than original content. The findings in this study highlight the need to evaluate digital engagement strategies used in translation and cultural adaptation.