Could you please expand on what you mean? From the context I think you're saying it's a type of guerrilla marketing but the link doesn't seem to align with that

Could you please expand on what you mean? From the context I think you're saying it's a type of guerrilla marketing but the link doesn't seem to align with that. Nor does the article because the academics really do seem to have been falsely accused by the fake student/journalist mentioned in the article.