The China Securities Regulatory Commission is allowing firms to use externally financed funds for share repurchases, a recent measure to enable listed companies address valuation pressures and protect investors; however, its implications for corporate marketing decisions remain unclear. Using an event sample of Chinese listed firms that conducted open-market repurchases between 2009 and 2024, this study empirically examines how this market activity financed by different sources influence marketing decisions and explores the underlying mechanisms. The findings show that compared with firms using internal cash for repurchases, those relying on debt financing are inclined to resist myopic marketing decisions, and this negative relationship is pronounced under high analyst coverage and when privately owned listed firms are controlled by family entrepreneurs. These results remain robust after replacing the dependent variables and applying propensity score matching. Overall, this study shows that debt financing to support share repurchases has a long-term beneficial governance impact as it improves earnings quality and protects investor interests, and offers a new perspective on the relationship between financing-based repurchases and marketing myopia, and provides useful policy insights for evaluating the effectiveness of China’s refinancing regulations related to share repurchases, while guiding further refinement.