https://so01.tci-thaijo.org/index.php/CRRUJC <p>CRRU Journal of Communication is academic journal that aims to be a medium for expressing opinions and disseminating academic works in the field of communication, Mass communication, communication or other fields that is relevant. The journal has been publishing 2 issues per year (January-June and July-December) Every published article is reviewed by 3 experts underlying the double-blind review process.</p> <pre id="tw-target-text" class="tw-data-text tw-text-large tw-ta" dir="ltr" data-placeholder="คำแปล"><span lang="en"><br /><br /></span></pre> <p> </p> <p> </p> คณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏเชียงราย en-US CRRU Journal of Communication 2697-5955 https://so01.tci-thaijo.org/index.php/CRRUJC/article/view/284387 <p> 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).</p> <p> 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.</p> Walee Preechapanyakul Copyright (c) 2025 CRRU Journal of Communication 2025-12-26 2025-12-26 8 2 1 18