Digital Ads, Sweet Inspiration: How Dubai Chocolate Uses Social Media

Dubai chocolate marketers have tried a fresh mix of online tricks to make people want their sweets. They asked 425 shoppers in Turkey who had already tasted the brand’s products to fill out a survey. The researchers then used a statistical tool called PLS‑SEM in SmartPLS 4 to look at the data. The study found that when ads feel personal and show current trends, shoppers get more inspired. But fun or interactive parts of the posts did not seem to change how inspired they felt.Feeling inspired made people more likely to buy again, recommend the chocolate, and pay extra for it. When people enjoyed the taste, they were more inclined to recommend and be ready to spend more, but it did not strongly affect whether they would buy again. The researchers also tested if the enjoyment of eating the chocolate explained some of those links. They discovered that tasting pleasure partly explains why inspiration leads to recommendations and higher willingness to pay, but it does not explain the link between inspiration and repurchase. Overall, the research shows that digital marketing can spark emotions, improve the eating experience, and push people toward repeat actions in fun‑food markets.