An exploratory study on the anime subculture: for MBA students

An exploratory study on the anime subculture: for MBA students (information from perplexity.ai)

My question 1: "What is the subculture of anime all about with reference to consumer marketing?"

The reply: "The subculture of anime in consumer marketing revolves around a vibrant, engaged global community, primarily composed of younger generations like Gen Z, who identify strongly with the emotional narratives, unique aesthetics, and cultural values embedded in anime. This subculture is marked by deep emotional resonance and loyalty to anime brands, which translates into active fan participation and significant consumer spending on anime-related products and merchandise.

Anime Subculture Characteristics

Anime is more than just entertainment; it serves as a framework for identity formation, self-expression, and social belonging among fans. Unlike traditional Western media, anime often explores complex emotional themes, social struggles, and transformation stories that resonate deeply with its audience. This creates strong emotional attachment and loyalty, where fan communities engage actively in digital spaces such as Discord, Reddit, and TikTok with cosplay, fan art, and storytelling. These fans are discerning and expect cultural authenticity from brands tapping into this subculture.

Consumer Behavior and Loyalty

Consumers in the anime subculture exhibit strong brand loyalty driven by emotional identification with anime narratives and characters. Successful anime brands like "One Piece" and "Demon Slayer" demonstrate how the fan economy thrives on this loyalty, with fans participating in discussions, purchasing merchandise, and supporting brand-related content passionately. This emotional connection extends to actual purchasing behavior, as seen in the high sales of derivative products and exclusive collaborations.

Marketing Strategies and Opportunities

Brands looking to engage this subculture effectively must deeply understand the cultural fluency and aesthetic preferences of anime fans. Successful marketing leverages narratives and characters that resonate authentically with the community's values rather than superficial or opportunistic partnerships. Popular strategies include collaborations with anime studios for co-branded merchandise, limited-edition products, and anime-themed advertising campaigns that maintain visual and thematic consistency with the source material. Big brands like Coca-Cola have capitalized on these opportunities to boost engagement and brand loyalty by launching anime-character-themed products in key markets.

Global and Cross-Cultural Appeal

Anime’s appeal crosses cultural and geographic boundaries, creating opportunities for brands worldwide to connect with increasingly diverse and multicultural audiences. This is particularly relevant for Gen Z consumers, many of whom identify with anime fandom as a form of creative expression and social identity. Understanding the emotional and cultural significance behind popular anime brands is crucial for authentic branding and avoiding backlash from an informed and passionate fan base.

In summary, the anime subculture in consumer marketing is about engaging a global, passionate fan community through authentic storytelling, emotional resonance, and culturally fluent branding. Brands that succeed do so by respecting the depth of anime fandom and integrating their marketing strategies meaningfully within this dynamic and influential subculture."

My question 2: "What are the theories to study the topic?"

The reply: "There are several key theories and frameworks applicable for studying the anime subculture from sociological, psychological, and marketing perspectives, especially in consumer marketing contexts:

Social Identity Theory

This theory explains how individuals derive their sense of self and belonging from the groups they identify with, such as anime fandoms. It clarifies how group membership influences consumer behavior, leading to conformity within the anime community and differentiation from outsiders. Fans form emotional and social bonds linked to their anime identities, which impact their consumption choices.

Brand Culture and Emotional Identification

Studies show that anime consumers exhibit loyalty not just due to product quality but because of emotional resonance and cultural identification with anime brands. This theory stresses the importance of shared values, narratives, and symbolic meanings in shaping consumer attachment and loyalty within the anime subculture.

Subcultural Marketing Theory

Subcultural marketing is a strategic framework focusing on engaging distinct groups defined by unique shared values, aesthetics, practices, and social structures. It emphasizes deep contextual immersion into the subculture's lived experiences to understand how identity, taste, and cultural capital operate. This lens goes beyond demographic data to decode social meanings and how consumption signifies belonging within anime communities.

Psychological Well-Being and Adaptation Models

Research specific to anime subculture representatives applies psychological scales to measure self-acceptance, well-being, and social-psychological adaptation. Findings suggest anime fans often have high levels of self-acceptance, which may motivate their engagement with the subculture and associated consumption patterns.

Diffusion of Innovations Theory

This theory can be applied to understand how new anime-related products, genres, or cultural practices spread within fandom communities. Early adopters and opinion leaders within anime communities influence broader acceptance and consumption trends.

Social Learning Theory

This psychological theory explains how fans learn and emulate attitudes and behaviors of their favorite anime characters. It sheds light on the influence of anime narratives on consumer behavior, including fashion, language, and attitudes modeled after anime characters.

These theories together provide a robust interdisciplinary foundation to study anime subculture and consumer marketing, explaining follower identity formation, emotional connections to brands, symbolic consumption, and the dynamics of fandom-driven market behavior."

My question 3: "What have been the research gaps on this topic over the past 10 years?"

The reply: "Over the past 10 years, research gaps in the topic of anime subculture and consumer marketing include several key areas:

Limited Understanding of Anime Short Video Marketing

While anime short videos have become popular marketing tools targeting young consumers, the academic community lacks detailed understanding of the internal mechanisms behind how the "cuteness" perception in these videos affects customer engagement and integration. The emotional and experiential integration aspects, such as the quasi-social relationships fans develop with anime characters, remain underexplored.

Definitions and Boundaries of Anime in Tourism and Marketing

There is a gap in clearly distinguishing what constitutes anime versus general animated films within destination marketing and tourism literature. Further exploration is needed on how anime's fantasy-oriented nature and prolonged engagement impact marketing strategies in fandom-related tourism.

Fan Identity Construction and Industry Interaction

Research has pointed to contrasting images of anime fandom in industry discourse—disciplinary versus participatory fandom—yet there is little empirical work on how these identities affect consumer behaviors and industry marketing strategies. More studies are needed on internal media company communications and how they conceptualize fans for successful engagement.

Subcultural Capital and Merchandise Consumption

Although merchandise is a central avenue for fandom expression, research gaps remain in understanding subcultural capital accumulation through anime products and how this signifies consumer identity beyond functional use. The role of exclusive or rare merchandise in enhancing social status within fan communities requires further study.

Cross-Cultural and Global Fandom Dynamics

Much research has focused on Japanese and Western fandoms, but there is an underexploration of diverse, transcultural anime fan identities and their unique consumer behaviors, especially in expanding markets like India, China, and Southeast Asia.

Emotional and Psychological Dimensions

Research often overlooks the psychological well-being and emotional regulation functions served by anime engagement in fans' lives, particularly during adolescence and in youth cultures. Understanding how anime fulfills social and emotional needs can reveal new marketing insights.

These gaps suggest the need for interdisciplinary, culturally nuanced, and consumer-focused research combining marketing, psychology, cultural studies, and media industry perspectives to fully understand anime subculture's complexities and leverage its marketing potential. Over the past 10 years, key research gaps on the anime subculture in consumer marketing include:

• Limited academic understanding of how the "cuteness" perception in anime short videos influences customer engagement and emotional integration with brands and characters, which is vital for effective marketing strategies targeting young consumers.

• Insufficient differentiation in tourism and marketing literature between anime and general animated films, especially in how anime’s fantasy elements and enduring engagement affect destination marketing and fan behavior.

• A lack of empirical research on contrasting images of anime fandom in industry discourse—disciplinary versus participatory fandom—and how these identities affect consumer behavior and marketing strategies.

• Underexplored roles of subcultural capital through merchandise consumption, particularly how rare or exclusive anime products serve as status symbols that reinforce fan identity beyond mere functional value.

• Understudied transcultural fandom dynamics, including how diverse global anime fan identities outside Japan and the West behave as consumers, leaving gaps in understanding expanding markets like India and Southeast Asia.

• Insufficient focus on the psychological and emotional functions of anime engagement, such as its role in fans’ well-being, identity formation, and emotional regulation, which can inform more nuanced marketing approaches.

Addressing these research gaps requires interdisciplinary studies that blend cultural, psychological, and marketing theories to more fully capture the anime subculture’s complexities and its consumer market potential."

My question 4: "What have been the Hong Kong public media-reported issues on this topic over the past 15 years?"

The reply: "Over the past 15 years, Hong Kong public media-reported issues related to the anime subculture and consumer marketing include the following themes:

Economic and Market Challenges

Hong Kong's retail and marketing landscape, including sectors tied to anime and related pop culture, has faced economic uncertainties and a decline in retail sales. Despite this, the dedicated anime and comic fans remain resilient in their spending, often motivated by passion and fandom rather than economic conditions. However, brands face significant pressure to innovate creatively and optimize budget allocation to engage consumers effectively in this competitive environment.

Cross-Border Market Dynamics

Reports have highlighted increasing exchanges between Hong Kong and Mainland China markets in the anime and pop culture space. Mainland Chinese consumers are becoming more discerning with high expectations for quality and authenticity in branding, influenced by Hong Kong's reputation. This cross-border consumer behavior creates challenges and opportunities for Hong Kong marketers to balance maintaining local identity while appealing to the broader APAC region through platforms like Douyin and Xiaohongshu.

Competition and Industry Evolution

Public media also discuss intense competition in the animation production and marketing sectors in Hong Kong, with rapid technological changes requiring agility. The dynamic industry must navigate evolving consumer preferences, digital marketing trends, and the growing influence of AI tools, which shape how anime-related content and products are promoted.

Fan Spending and Community Events

Despite broader economic slowdowns, public reports observe that Hong Kong’s anime fan community remains active and willing to spend on events like the annual Ani-Com & Games fair. The community values exclusive merchandise, cosplay, and experiential engagement, making this a focal point for marketers seeking to tap into the dedicated fanbase.

Regional Influence of Anime

Hong Kong media also note the broader cultural power of anime across the Asia-Pacific region, with Hong Kong as a significant center where branding strategies integrate anime fandom deeply into marketing campaigns. This underscores the importance of cultural relevance and regional market adaptability.

In summary, Hong Kong public media over the past 15 years have highlighted economic pressures, cross-border consumer expectations, technological competition, active fan spending, and regional cultural integration as key issues affecting the anime subculture and its marketing landscape."

My question 5: "Provide an MBA dissertation proposal on our discussion on this topic of anime subculture in the context of Hong Kong. The proposal, based on pragmatism, should cover: proposal title, 4 related research objectives, 3 research questions, 2 primary research methods, 1 secondary research method."

The reply: "Here is a pragmatism-based MBA dissertation proposal on the topic of the anime subculture in the context of Hong Kong:

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MBA Dissertation Proposal

Proposal Title

Understanding the Anime Subculture in Hong Kong: Consumer Behavior and Marketing Strategies from a Pragmatic Perspective

Research Objectives

1. To explore the defining characteristics and consumer behaviors within Hong Kong’s anime subculture.

2. To examine the effectiveness of current marketing strategies targeting anime fans in Hong Kong.

3. To identify key challenges and opportunities for brands engaging with the anime subculture in the Hong Kong market.

4. To develop practical marketing recommendations grounded in the lived experiences and preferences of Hong Kong anime consumers.

Research Questions

1. What are the core values, motivations, and consumption patterns of the anime subculture in Hong Kong?

2. How do existing marketing practices resonate with and influence Hong Kong anime fans’ purchasing decisions?

3. What pragmatic strategies can marketers adopt to enhance engagement and loyalty within this subculture?

Primary Research Methods

• Semi-structured interviews with Hong Kong anime consumers and key stakeholders (e.g., marketers, event organizers) to capture rich, experiential insights into fandom culture and marketing perceptions.

• Participant observation at local anime community events (e.g., Ani-Com fairs, meetups) to observe consumer behaviors and brand interactions in real-world settings.

Secondary Research Method

• Literature review of academic studies, market reports, and media articles on anime subculture, consumer behavior, and marketing trends with a focus on Hong Kong and the broader Asia-Pacific region.

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This proposal applies pragmatism by focusing on practical relevance—examining what works and what does not in marketing to this subculture—while combining qualitative methods to capture multiple perspectives and nuanced experiences. It aims to generate actionable knowledge to inform more effective marketing strategies for the Hong Kong anime market."

My question 6: "Assuming that the dissertation project is for a Hong Kong part-time MBA student, lasting for 4 months, kindly provide a project timeline."

The reply: "Here is a suggested 4-month project timeline for a Hong Kong part-time MBA student working on the anime subculture dissertation:

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4-Month MBA Dissertation Project Timeline

 

Month	Key Activities
Month 1	Finalize dissertation proposal (title, objectives, research questions)
	Conduct literature review on anime subculture, consumer behavior, marketing in Hong Kong
	Develop detailed research plan and design interview/observation protocols
	Identify and recruit interview participants and community events to observe
Month 2	Conduct semi-structured interviews with anime consumers and marketing stakeholders
	Carry out participant observation at anime community events
	Begin initial data transcription and coding
Month 3	Complete qualitative data collection
	Analyze interview and observation data using thematic analysis
	Continue literature review to contextualize findings
Month 4	Synthesize findings and develop practical marketing recommendations
	Write dissertation chapters: introduction, literature review, methodology, findings, conclusion
	Proofread, format, and submit completed dissertation

 

This timeline balances the student's part-time schedule within 4 months, emphasizing pragmatism through iterative data collection and analysis to generate actionable insights for Hong Kong marketers targeting anime subculture consumers. Regular supervisor meetings are advised throughout for guidance and progress checks."

My question 7: "Comment on the originality, practical and academic values of this study. Also highlight 5 research ethics issues of this project study."

The reply: "Originality, Practical, and Academic Values of This Study

Originality:

This study offers a unique focus on Hong Kong's anime subculture within the specific context of consumer marketing, an area that has received limited academic attention, especially combining marketing strategies with cultural identity and subcultural capital in Hong Kong. Its focus on the pragmatic perspective ensures real-world relevance by integrating the lived experiences of local anime consumers and linking these to actionable marketing insights, distinct from broader regional or purely theoretical studies.

Practical Value:

The research addresses current marketing challenges faced by brands targeting Hong Kong’s anime fans, providing evidence-based recommendations grounded in authentic consumer insights. It offers valuable guidance for marketers navigating economic and cross-border complexities, rapid technological changes, and evolving fan behaviors. The study's findings can help companies adapt marketing tactics to enhance engagement, consumer loyalty, and revenue generation from the growing anime subculture.

Academic Value:

Academically, the study contributes to multiple disciplines including consumer behavior, cultural studies, and subcultural marketing by applying and extending theories in a Hong Kong-specific context. It also fills literature gaps related to globalization effects, transnational cultural consumption, and identity construction in fandom. The inclusion of qualitative methods enriches the understanding of symbolic consumption and social dynamics within anime fandom in Hong Kong.

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Five Research Ethics Issues for This Project

1. Informed Consent:
   Participants (anime consumers and marketing stakeholders) must be fully informed about the study’s purpose, methods, risks, and benefits before participating and give explicit consent willingly [general research ethics].

2. Privacy and Confidentiality:
   Participant identities and sensitive information must be protected to ensure privacy. Data should be anonymized or pseudonymized, especially given the close-knit nature of subculture communities in Hong Kong [general research ethics].

3. Voluntary Participation and Right to Withdraw:
   Participants should understand that their involvement is voluntary and that they have the right to withdraw at any time without penalty [general research ethics].

4. Cultural Sensitivity and Respect for Subculture:
   The study must respect the values, norms, and privacy of the anime subculture, avoiding any exploitative or stereotypical portrayals and ensuring ethical interaction with community members.

5. Data Usage and Storage:
   Collected data must be stored securely and used solely for the stated research purposes. Researchers should comply with data protection regulations applicable in Hong Kong, including secure disposal after the study concludes [general research ethics].

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This ethical framework supports a responsible approach in engaging with a specialized community while maximizing the originality and value of the research within its pragmatic MBA context."

A collection of blog notes on using chatgpt for research purpose.