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.

Using sample of Chinese listed firms from Q1 2017 to Q4 2022, this article examines the impact of economic policy uncertainty on share repurchases. We find that economic policy uncertainty significantly increases the probability and scale of open market share repurchases. Private enterprises, government-supported enterprises, innovative enterprises, and investment hotspot enterprises repurchased more shares during periods of high economic policy uncertainty. Additionally, the market value of repurchase programs issued during periods of high economic policy uncertainty is larger. We also discover that economic policy uncertainty substantially influences the characteristics, timing, and outcomes of the repurchase programs. Lastly, this article confirms that share repurchase behavior has a similar effect to voluntary disclosures and can alleviate the information asymmetry triggered by economic policy uncertainty. In summary, Chinese listed firms have resorted to more share repurchases during periods of high economic policy uncertainty to convey their actual value and boost investor confidence, aligning with the signaling motive. Open market share repurchases surface as an efficacious instrument to cope with the risk from economic policy uncertainty.