A lot of modern marketing is dialectical, of course it originates as marketing and bots and paid influencers, but that's just to build to a critical mass where millions of people willingly and enthusiastically participate in it, which can lead to new commodities being created to tap into the cultural moment that has nothing to do with the original product being advertised, which fuels the cultural saturation of the trend, etc. Of course, the infrastructure supporting the cultural moment is still grounded in the original advertising campaign, so they rarely last long after that campaign is over.

You can go back to the idea of American cowboys and it works in the same way, the meat companies wanted to make it look cool so young men would go out and herd cattle. The cultural shadow of that campaign remains very strong, because the secondhand media products remained as a massive industry even after the demand for the cattle ranchers themselves dropped off. Everything is advertising in the country, always has been