in the fad

See: current
References in periodicals archive ?
The jungle drums start beating, and before you know it, everyone is caught up in the fad.
The analysis proposes the stages in the life cycle of management fads within organizational sectors, suggests the lagged phases through which fads are diffused between the nonacademic and the academic sectors, and discusses some similarities and differences in the fad adoption process in both academic and nonacademic systems.
The enthusiasm thus creates a fad by not only producing a large amount of publication, but also citations among members engaged in the fad.