What makes an Otaku tick, what are their aims and their core values? This is the question that Nio, Chaing and Tsai are aiming to ask in this paper. They answer it through a comprehensive research methodology with the aim of creating recommendations for marketing to Otaku in the future. Not only do they achieve this aim but they also make some interesting conclusions on the use of computers in youth society and the position of a subculture as a culturally subversive construction.
Niu, H. J., Chiang, Y. S., & Tsai, H. T. (2012). An exploratory study of the otaku adolescent consumer. Psychology & Marketing, 29(10), 712-725.