The persuasive strategies of scammers in facebook bitcoin investment posts: an examination through the Elaboration Likelihood Model (ELM) perspective

Abdul Latif @ Bapoo, Lilisuriani and Azman, Masyitah Ismah Hani (2024) The persuasive strategies of scammers in facebook bitcoin investment posts: an examination through the Elaboration Likelihood Model (ELM) perspective. International Journal of Latest Research in Humanities and Social Science (IJLRHSS), 07 (07). pp. 147-151. ISSN 2456-0766

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Abstract

The rapid growth of social media platforms has facilitated a global connection among billions of users, allowing easy content sharing and engagement. Unfortunately, this progress in technology has also provided a fertile ground for online scams, particularly Bitcoin investment scams. This study applies the Elaboration Likelihood Model (ELM) to analyze the persuasive strategies used in Bitcoin investment scam posts on Facebook, aiming to uncover the processing routes and their elements employed by scammers. A thematic analysis was conducted on 63 posts from two Facebook accounts, revealing a predominant use of peripheral route elements of ELM, such as emotional appeals and peripheral cues, over central route elements of the ELM model. Even though collecting extensive data was challenging due to the need for confirmed reports of fraudulent activity and the rapid deletion or blocking of scam accounts, the findings of this study can help to increase public awareness of scammers‟ persuasive language and psychological approaches, improve social media scam detection, and inform policymakers on scammers‟ persuasive strategies through the analyses of ELM route elements in Bitcoin investment scams posted on a social media platform.

Item Type:	Article (Journal)
Uncontrolled Keywords:	Persuasive strategies, Online scams, Bitcoin investments, Elaboration Likelihood Model
Subjects:	P Language and Literature > PE English
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Sustainable Tourism and Contemporary Languages
Depositing User:	Dr Lilisuriani Latif
Date Deposited:	25 Jul 2024 11:21
Last Modified:	25 Jul 2024 11:21
URI:	http://irep.iium.edu.my/id/eprint/113316

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