  In an era dominated by digital interactions, phishing campaigns have evolved
to exploit not just technological vulnerabilities but also human traits. This
study takes an unprecedented deep dive into large-scale phishing campaigns
aimed at Meta's users, offering a dual perspective on the technical mechanics
and human elements involved. Analysing data from over 25,000 victims worldwide,
we highlight the nuances of these campaigns, from the intricate techniques
deployed by the attackers to the sentiments and behaviours of those who were
targeted. Unlike prior research conducted in controlled environments, this
investigation capitalises on the vast, diverse, and genuine data extracted
directly from active phishing campaigns, allowing for a more holistic
understanding of the drivers, facilitators, and human factors. Through the
application of advanced computational techniques, including natural language
processing and machine learning, this work unveils critical insights into the
psyche of victims and the evolving tactics of modern phishers. Our analysis
illustrates very poor password selection choices from the victims but also
persistence in the revictimisation of a significant part of the users. Finally,
we reveal many correlations regarding demographics, timing, sentiment, emotion,
and tone of the victims' responses.
