I think most marketing efforts are engagement farming and that is also what the author is doing.
"Josh Krakauer is the CEO of Sculpt, that B2B social media agency you just discovered. Josh has launched social media campaigns for best-selling books, publicly-traded corporations, and early-stage startups. Josh works from Washington, DC, but still thinks Iowa City is the best city on earth."
We are told constantly that your work has to be seen to sell and to post as much and often as possible without being seen as spamming (almost impossible).