Researchers and practi ti oners are divided on the preferred measures of business performance, largely due to the quality of available fi nancial data and the measurability of the non-fi nancial indicators. However, owing to the embeddedness of social networking in families and in the business world, this study reviews the contributi on of social networking to the fi nancial and non-fi nancial performance of family businesses. The study is based on a review of 55 peer-reviewed published journal

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... arti cles. Consequently, the most frequently used social networking platf orms, the measures of fi nancial performance, the measures and proxies of non-fi nancial performance and the diff erences between fi nancial and non-fi nancial performance were identi fi ed. The study proposes the use of both fi nancial and nonfi nancial measures in assessing the performance of family businesses due to their complementary roles. Towards success in a competitive market: The importance of entrepreneurship and innovation Marcin Gębarowski, Renata Lisowska (Eds.) 86 / Social networking and the family business performance: A conceptual consideration Towards success in a competitive market: The importance of entrepreneurship and innovation Marcin Gębarowski, Renata Lisowska (Eds.) 90 / Social networking and the family business performance: A conceptual consideration