Marketing Strategy as a Driver of Investor Perception and Capital Allocation

Alisa Goliampolska

Citation: Alisa Goliampolska, "Marketing Strategy as a Driver of Investor Perception and Capital Allocation", Universal Library of Business and Economics, Volume 02, Issue 03.

Copyright: This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

In this study a comprehensive theoretical and empirical analysis is conducted of how digital communications and the integration of ESG initiatives influence the formation of investor expectations and the redistribution of capital in the market environment. The methodological foundation of the work is a synthesis of classical and contemporary concepts — in particular, signaling theory and information asymmetry theory — supplemented by a correlational investigation of the relationships between non-financial marketing indicators (level of engagement in digital channels, tone of online mentions, ESG ratings) and key financial metrics (stock volatility, P/E multiple, volumes of capital raised). Empirical data confirm the presence of a statistically significant positive relationship: companies implementing a proactive and maximally transparent marketing strategy in the digital and ESG domains demonstrate increased investor trust. It has been established that the synergy of digital channels and communications on sustainable development issues effectively reduces perceived risks, optimizes the cost of capital, and ensures a more stable trajectory of market capitalization over the long-term horizon. The practical significance of these results is especially high for top management, investor relations specialists, and portfolio managers, and is also of interest to the scientific community engaged in corporate finance and strategic marketing research.


Keywords: Marketing Strategy, Investor Perception, Capital Allocation, ESG, Digital Marketing, Signaling Theory, Investment Attractiveness, Cost of Capital, Corporate Communications, Information Asymmetry.

Download doi https://doi.org/10.70315/uloap.ulbec.2025.0203009