Businesses

The landscape of marketing is rapidly evolving as companies adapt to new societal dynamics and technological advancements. Guerrilla marketing, characterized by its unconventional, creative, and cost-effective tactics, has proven effective in capturing consumer attention. When integrated with social media platforms, these tactics gain amplified reach, immediacy, and interactive potential, fostering viral spread and deeper consumer engagement. This research seeks to answer the pivotal question: “How does guerrilla marketing on social media influence consumer behavior and brand awareness?” To address this, a comprehensive literature review was conducted to provide an in-depth analysis of relevant studies in the field. Our findings reveal that this integration significantly enhances consumer engagement, boosts brand awareness, and positively influences purchasing behavior. Moreover, it provides firms with competitive advantages in dynamic, resource-constrained markets. The results highlight the importance of leveraging creative marketing approaches alongside digital platforms to shape consumer choices and drive successful marketing outcomes in the digital age.

While international cross-listing locations in host countries have been identified as integral to firm valuation gains, the influence of the home country information environment on firm financial market integration remains underexplored. This study examined how political stability, government effectiveness, and voice and accountability influence cross-listing destination choices amongst emerging-market firms seeking enhanced valuation gains. Using data on cross-listed firms from BRICS countries between 2000 and 2020, the study employed generalized linear models (GLMs), including probit and robit specifications, to analyze this relationship. The researchers found that stronger political stability; government effectiveness; and voice and accountability in home countries significantly increase the likelihood of BRICS firms cross-listing on advanced exchanges characterized by higher valuation gains. These results indicate that reduced political risk, effective government policy implementation and greater media freedom in BRICS emerging market countries facilitate cross-listing firms’ access to more efficient global capital markets by reducing asymmetric information, and help overcome traditional market segmentation barriers. Contrary to the conventional emphasis that home country proximity is significant for cross-listing valuation gains, these results highlight the signaling mechanism of home country governance quality as an appealing factor for firm cross-listing location in advanced exchange markets. Policymakers in emerging markets should consider governance reforms that enhance domestic firm competitiveness in global financial markets for higher valuation gains.

In recent years, the field of European funds for business development has generated significant interest in the academic literature, stimulated by European Union (EU) regulations and the implementation of business financing programs. This context has led to an increase in research on the impact and use of European funds, particularly in terms of support for economic development and infrastructure. This paper presents a bibliometric analysis, using topic modeling, to examine academic publications on the use and absorption of European funds and how they influence the business environment. Using a dataset of 74 publications indexed in the Clarivate Analytics Web of Science Core Collection, covering the period 2005–2024, the present study aims to identify the main authors, institutions, journals, and collaboration networks involved. It also analyzes research trends, dominant themes, and the countries with the largest contributions in this field, using Latent Dirichlet Allocation (LDA) and BERTopic analysis as a complement to the classical bibliometric approach. The thematic analysis reveals a thematic cohesion around entrepreneurship, EU structural funds, regional development, and innovation. In addition, there has been a significant annual increase in publications in this field, and through the use of thematic maps, word clouds, and collaboration networks, this study provides an overview of the evolution of research on the absorption of European funds and its impact on the business environment. These findings contribute both to deepening academic knowledge and to formulating more effective European policies for optimizing fund absorption and supporting the sustainable development of the business environment.