Purpose -The purpose of this paper is to examine the content of for-profit organizations' Facebook pages and how the communication strategy employed impacts stakeholders' perceptions of the organization-public relationship, corporate social responsibility, attitudes, and purchase intent. Design/methodology/approach -For Study 1, a content analysis examined the types of information on for-profit organizations' Facebook pages. Facebook pages were coded for organizational disclosure and information dissemination, corporate social responsibility information, and interactivity. Pages were also coded for using a corporate ability, corporate social responsibility, or hybrid communication strategy. Three organizations were then selected based on the content analysis results to serve as exemplars in the two-phase experiment. Participants filled out measures of initial attitudes, perceptions of the organization-public relationship, corporate social responsibility, and purchase intent. A week later, participants interacted with the organizations' Facebook pages and then answered additional scale measures. Findings -Study 1 found for-profit organizations discuss program/services, achievements, and awards on their Facebook pages. The main communication strategy employed on Facebook is corporate ability. Study 2 results indicate interacting with Facebook pages bolsters stakeholders' perceptions of the organization-public relationship, corporate social responsibility, and purchase intent. The organization employing a corporate social responsibility communication strategy had the most success bolstering these variables. Research limitations/implications -Several of the organizations did not have Facebook pages to code for the content analysis. Some organizations' pages were not coded because the page was just starting and there was no information available. The content analysis included a small sample size (n ¼ 114) which impacted the experiment. It limited the number of organizations that could be employed in the experimental conditions. Practical implications -When posting information on Facebook, organizations should employ the corporate social responsibility communication strategy. However, regardless of the strategy employed, interacting with Facebook information can bolster stakeholders' perceptions of organizational-public relationships, corporate social responsibility, attitudes, and purchase intent. Originality/value -The paper adds to the experimental literature. There is very limited experimental research examining the impact of Facebook on stakeholders. It provides practitioners with some guidance on the types of communication strategy they should employ when posting on Facebook.

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PurposeThe paper aims to test Benoit's five image restoration strategies to examine how each strategy impacts perceptions of the organization‐public relationship (OPR) and corporate social responsibility (CSR). It also examines how the strategy used impacts the credibility of the source cited in the crisis response message.Design/methodology/approachAn experiment measures stakeholders' reactions to the different crisis messages and the messages' impact on perceptions of the OPR, CSR, and source credibility measures.FindingsResults indicate the reducing the offensiveness strategy led to higher perceptions of the OPR and CSR. The image restoration strategy employed does impact stakeholders' perceptions of the credibility of the source.Practical implicationsThe paper indicates organizations should try to bolster, minimize, transcend, and differentiate when preparing crisis messages during a product recall crisis. These types of messages protect the OPR and perceptions of CSR.Originality/valueIt adds to the experimental literature (whereas previous research uses cases studies). It expands Dardis and Haigh by examining the impact image restoration strategies have on OPR and CSR. It also extends current literature by examining the source of the message and how the image restoration strategy employed impacts the credibility of the source.

This study explores why Christians ( N = 335) use Facebook for religious purposes and the needs engaging with religious content on Facebook gratifies. Individuals who access faith-based content on Facebook were recruited to participate in an online survey through a series of Facebook advertisements. An exploratory factor analysis revealed four primary motivations for accessing religious Facebook content: ministering, spiritual enlightenment, religious information, and entertainment. Along with identifying the uses and gratifications received from engaging with faith-based Facebook content, this research reveals how the frequency of Facebook use, the intensity of Facebook use for religious purposes, and also religiosity predict motivations for accessing this social networking site for faith-based purposes. The data revealed those who frequently use Facebook for posting, liking, commenting, and sharing faith-based content and who are more religious are more likely to minister to others. Frequent use also predicted seeking religious information. The affiliation with like-minded individuals afforded by this medium provides faith-based users with supportive content and communities that motivate the use of Facebook for obtaining spiritual guidance, for accessing religious resources, and for relaxing and being entertained.

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