An Analysis of Persuasive Communication Strategies in Call Center Scams

Abstract

                   This study investigates the persuasive strategies employed by call center scam groups to influence message receivers. The research adopts a qualitative approach analyzing a total of 100 online news articles concerning cyber fraud incidents published between January and September 2024. Data were examined through textual analysis, guided by Cialdini’s Principles of Persuasion and the Elaboration Likelihood Model (ELM).

                   The findings reveal that the receivers were most frequently influenced through the principles of authority and fear or urgency appeals, which significantly enhanced the persuasive impact while diminishing their capacity for critical information evaluation. As a result, the receivers processed information superficially and complied with the scammers’ requests, ultimately transforming from passive message recipients into active victims of deception.