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Gifting is a typical monetization strategy for live streaming platforms to motivate providers’ live content contribution. However, research regarding the factors that affect individuals’ gifting intention is still at an infant stage. Therefore, this study aims to investigate the factors that affect individuals’ gifting intention during live streaming.

The authors build a model to uncover the factors that affect individuals’ gifting intention from a streamer–content perspective, and the hypotheses are largely validated by online survey data through structural equation model analysis.

Individuals’ perceived attractiveness of the streamers is significantly and positively associated with gifting intention for leisure-related live streaming, whereas individuals’ perceived similarity with the streamers is significantly and positively associated with gifting intention for leisure-related and non-leisure-related live streaming. For live content-related factors, the individuals’ perceived utilitarian value of content is significantly and positively associated with gifting intention for non-leisure-related live streaming, whereas the individuals’ perceived hedonic value is significantly positively associated with gifting intention for leisure-related live streaming. Perceived symbolic value is insignificantly associated with gifting intention for neither type of live streaming.

The research is an original work and significantly contributes to live streaming and PWYW literature, and the findings derived from this study can guide live streaming platforms to regulate individuals’ gifting intentions/behaviors better.

The purpose of this paper is to discuss whether fair value accounting fits for long-term equity investments, which are considered key to retool economies according to sustainability criteria. In doing so, the paper focuses on the European Union and addresses the European Commission’s (2018a) concern that current accounting rules are unfit for achieving the United Nations Sustainable Development goals and the targets of the Paris Agreement on climate change.

The paper grounds in a wide literature review on the effects of fair value accounting on investors’ asset allocation strategies. By critically integrating literature on the notion of long-term investment with theories and possible accounting approaches, the paper provides implications for a revision of the current measurement system for long-term equity investments.

The literature review supports the view that fair value accounting has played a role in discouraging equity investments over time, thus leaving economies with poorer risk-sharing and weaker long-term investments. The paper contributes to the debate on alternative measurement systems by suggesting possible solutions in relation to controversies arising from empirical evidence.

Reorienting economies according to sustainability criteria represents an urgent issue which requires prompt and policy-oriented responses. Accordingly, this paper offers insights and guidelines that can help policymakers revise current accounting rules for long-term equity investments in line with sustainable development objectives.