Analysis of Persuasive Strategies in Cryptocurrency Scams: A Case Study in Malaysia

Abstract

This study explores the persuasive strategies employed by scammers in cryptocurrency scams in Malaysia through the analysis of three scam articles. By applying Aristotle's persuasive modes (ethos, pathos, and logos), the research aims to uncover the linguistic manipulations used to deceive individuals into investing in fraudulent schemes. The findings highlight that scammers utilize ethos to establish credibility by associating their scams with renowned figures, while pathos appeals to emotions such as hope, excitement, and fear of missing out through personal success stories and emotional language. Logos is employed to present logical reasoning by emphasizing the safety, profitability, and advantages of the cryptocurrency platforms. These insights underscore the need for increased awareness and critical evaluation of cryptocurrency investments, as well as the development of countermeasures to protect individuals from scams. Future research directions may involve assessing the effectiveness of countermeasures and investigating evolving language techniques employed by scammers. By shedding light on persuasive strategies, this study aims to contribute to the prevention and detection of cryptocurrency scams, safeguarding potential victims from financial harm.