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DECEITFUL LOVE: A MULTIPLE CASE EXPLORATION OF LOVE SCAMS IN THE WEST PHILIPPINES

Jevie B. Ningal ; Rowela Cartin-Pecson (2026) — Zenodo (CERN European Organization for Nuclear Research)

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DOI: 10.5281/zenodo.23595617 (opens in a new tab)

Country:   Philippines
Tags:   Financial Exploitation, Love Scams, Online Grooming, Philippines, Qualitative Case Study, Reporting Barriers, Romance Scams, Victim Trauma
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Synopsis

            
This publication presents a qualitative, multiple-case study of love scams in the West Philippines, aiming to understand how scammers target victims, the emotional and financial harms inflicted, and avenues for prevention and recovery. The researchers used a purposive sample of five Love Scam Victims from Region VI and conducted in-depth case analyses for each participant, followed by a cross-case synthesis to identify shared patterns in victim experiences and scammer strategies. The study identifies three core, recurrent patterns across cases: first, emotional vulnerability acts as an entry point, with loneliness or life transitions heightening susceptibility to online affection; second, attackers construct idealized identities and engage in rapid emotional attachment, employing tactics such as love bombing, secrecy, and legitimization to sustain manipulation; and third, financial exploitation escalates over time, often preceded by stages of identity fabrication and emotional coercion. Across cases, victims report substantial emotional distress, distrust, social withdrawal, behavioral changes, and long-term anxiety or depression after discovery, with many victims delaying or avoiding reporting due to shame or fear of stigma. Implications discussed in the article emphasize the need for holistic, trauma-informed cybersecurity and contextually grounded digital literacy, rather than solely technical defenses. The authors advocate for multi-sector collaboration, locally tailored interventions, and victim-centered reporting mechanisms to reduce stigma and improve support. They also call for further research, including longitudinal work and deeper examination of Filipino cultural factors that influence grooming and help-seeking, to inform more effective prevention and response strategies. Overall, the findings illuminate how sophisticated psychological manipulation operates in local contexts and underscore the importance of integrating emotional and social supports with cybersecurity efforts.

          

        
                  

            
Identified Gaps

            
The paper identifies scarce local Philippine scholarship, limited data for effective policy, and inadequate understanding of why love scams persist locally. It also identifies insufficient knowledge of cultural variation in scam methods and long-term mental-health and financial effects. The authors note a need to study underexamined demographic groups, including men, young adults, and never-married people.

          

        
                  

            
Methods

            
A qualitative multiple-case study examined five purposively selected, opt-in adult love-scam victims in Region VI, Philippines. Researchers conducted semi-structured in-person interviews using an expert-validated open-ended interview guide. They performed individual-case and cross-case analysis, applying Braun and Clarke's six-phase thematic analysis and peer debriefing. Participants met criteria involving a financially motivated deceptive online romantic relationship occurring within the prior five years.

          

        
                  

            
Limitations

            
The evidence is based on five self-selected victims from Region VI and is designed for in-depth case exploration rather than statistical generalization. The purposive, opt-in sample may underrepresent victims who did not volunteer, did not recognize the fraud, or were unable to disclose it. Findings rely on retrospective participant narratives and therefore cannot independently verify scammers' identities, tactics, or financial claims.

          

        
                  

            
Future Work

            
Conduct longitudinal Philippine research on cultural triggers, including migration aspirations and extended-family obligations, and examine how AI-driven grooming exploits them. Evaluate victim-centered digital forensics and the reporting barriers created by shame and stigma. Study recursive victim re-engagement and combine computational-linguistic indicators of fraudulent emotional labor with sociological analysis of victim behavior.

          

              

    
    

        
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