Scambaiting as entrepreneurial digilantism - the evolution of scambaiting and its role in combating online fraud

This research explores the evolution of scambaiting as a form of digital vigilantism, arguing that its modern iteration on platforms like YouTube constitutes a form of "entrepreneurial digilantism." As internet technologies have enabled content monetisation, scambaiting has transitioned from a niche hobby into a structured practice where disrupting fraud is intertwined with creating engaging, revenue-generating content. This study addresses a significant gap in academic literature by examining the performative, economic, and ethical dimensions of this phenomenon.Employing a constructivist grounded theory approach, the study is analysed through the theoretical lens of symbolic interactionism, with a specific focus on Erving Goffman's dramaturgical analysis. This framework is used to deconstruct the intricate performances staged by both scammers and scambaiters, examining their roles, scripts, and the 'front stage' interactions presented to their dual audiences, the scammer and the online community. The analysis is based on a massive dataset collected from over 5,000 YouTube videos and 6 million comments.Key findings reveal that scambaiting is a carefully managed performance where scambaiters use deception and role-playing not only to disrupt fraud but also to craft compelling narratives for viewers. The study highlights the crucial role of the audience as a 'performance team,' whose engagement validates the scambaiter’s actions and co-constructs the meaning of the encounter. This research contributes a nuanced understanding of scambaiting as a complex social phenomenon where justice, entertainment, and commerce converge, offering a contemporary perspective on the future of citizen-led responses to cybercrime.