- City Fajr Shuruq Duhr Asr Magrib Isha
- Dubai 04:05 05:29 12:18 15:42 19:02 20:26
Dubai Summer Surprises (DSS), the annual shopping festival, successfully positions Dubai as an international summer destination with a fantastic line-up of surprises, enjoyment and entertainment and this is evident from the social media conversations around the event globally.
According to Meltwater, a global media intelligence firm, an analysis of social media reactions on DSS shows that not only people in UAE and other Arab countries were engaged with the festival, but also people from different regions in the world like India, Australia, UK and US as well.
An analysis of the comments on Twitter and Facebook, using Meltwater’s social media monitoring and analysis tools, since the beginning of DSS on July 9, reveals that 65 per cent of the conversations were in the UAE, followed by US at 21 per cent; and India, UK and Australia all recording 3 per cent conversations each.
The highest amount of conversations about DSS 2016 took place on Twitter (53.95 per cent) followed by Facebook at (33.26 per cent) and the most engaged conversationalists were women (75.56 per cent).
The most mentioned local malls this year for DSS were ‘Dubai Mall’, followed by ‘Mall of the Emirates’ and ‘Mirdif City Centre Mall’.
The keywords monitored for this search: Dubai Summer Surprises, MYDSS and Dubai Summer Surprises.
“Analysis of social media conversations help organisers of major events like DSS to track the effectiveness and reach of their marketing and communication programmes. Based on the results, they can refine their programmes to reach out to markets that are responding more positively and step up efforts to attract visitors from other countries too,” says Adele Coelho, Head of Marketing, India, Middle East & Africa at Meltwater.
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