The core problem here is that universities think that citation statistics are a useful metric to evaluate the quality of the work of a scientist. There's plenty of evidence that this is not the case or that even the reverse may be the case [1], but this idea refuses to die. [1]
PageRank might be better way to evaluate quality. It too can be gamed. Maybe not as easily, though.
In a very loose sense, PR is the same algorithm universities use, evaluate quality of some content based on the number of references to that content.
It is definitely gamed in similar ways. I'm surprised we haven't seen professors hire SEO firms to help increase citation counts of their research.