“…Moreover, since investors are not directly involved in the firm's operations, it is difficult for them to observe and evaluate the quality or quantity of the NPVs of the projects. Notably, the most active traders at important events, such as SEO announcements, are retail or individual investors who are known to struggle with difficult searches (DellaVigna and Pollet, 2009; Hirshleifer, Lim, and Teoh, 2009; Frank and Sanati, 2018; Bazrafshan and Tarazi, 2022). Hence, empirically determining investor responses based on SEO‐funded projects involves major identification challenges.…”