Victims, Vigilantes, and Advice Givers: An Analysis of Scam-Related Discourse on Reddit

Online scams have become increasingly sophisticated, evolving from simple phishing attacks to complex, multi-stage frauds that leverage social engineering, financial manipulation, and emerging technologies such as cryptocurrency. Victims of these scams often turn to online communities for advice, support, and validation, particularly on Reddit, a pseudonymous social media platform that fosters open discourse. This study presents a qualitative analysis of scam-related discussions on Reddit, exploring how users conceptualize scams, the tactics scammers employ, and the role online communities play in scam awareness and mitigation. Using an inductive thematic analysis of n=2435 scam-related posts, we identify key scam types discussed, users’ knowledge gaps, and the psychological and technical factors contributing to susceptibility. Our findings highlight the dual function of Reddit’s scam discourse: preventive communities that focus on education and awareness, and performative engagement communities that engage in scambaiting as a form of counteraction. Additionally, we examine how Reddit serves as a critical support system for scam victims, offering emotional validation and actionable recovery strategies. Our research underscores the importance of grassroots knowledge-sharing in shaping digital security behaviors and informs policy, platform design, and consumer protection efforts to counter online fraud more effectively.