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The term describes a strategy of name-leveraging: invoking celebrity or [influencer] names to artificially inflate interest in something unrelated, [essentially] borrowing fame to manufacture relevance. Its debut traces back to a Love Island promotional stunt, where a publication hard-launched a new couple but attached the names of the hugely popular pair “Nicolandria.” Even though Nicolandria had no [involvement], their reputation was used as bait to boost visibility.
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