Research on the mindset of social influencers has revealed that financial gain does not have the pulling power most think it might. A study by TapInfluence revealed that the reason influencers are most likely to turn an offer of partnership down, is if the brand's values do not align with their own. It was found that nearly half of influencers would turn down an offer based on values, whilst only 10% would do the same based on a poor financial offer. Another study found that a brand's core values were also the most vital aspect when deciding whether or not to partner with a particular brand. With 41% of influencers agreeing with this statement, it fell way ahead of the second most important reason; a brand enabling an influencer to grow their following, which only garnered support from 5%.