Apparent channel-dependent violations of the OZI rule in nucleon-antinucleon annihilation reactions are discussed in the presence of an intrinsic strangeness component in the nucleon. Admixture of ss quark pairs in the nucleon wave function enables the direct coupling to the φ -meson in the annihilation channel without violating the OZI rule. Three forms are considered in this work for the strangeness content of the proton wave function, namely, the uud cluster with a ss sea quark component, kaon-hyperon clusters based on a simple chiral quark model, and the pentaquark picture uudss. Nonrelativistic quark model calculations reveal that the strangeness magnetic moment µs and the strangeness contribution to the proton spin σs from the first two models are consistent with recent experimental data where µs and σs are negative. With effective quark line diagrams incorporating the 3 P0 model we give estimates for the branching ratios of the annihilation reactions at rest pp → φX (X = π 0 , η, ρ 0 , ω). Results for the branching ratios of φX production from atomic pp s-wave states are for the first and third model found to be strongly channel dependent, in good agreement with measured rates.