Experimental methods were used to examine the influence of public relations strategies disseminated via Facebook on attitude. Public relations strategies were derived from Hazleton and Long's (1988) public relations process model. Results indicated that undesirable messages posted on Facebook had the most significant effect on participant attitude, and that using Facebook as a medium did not significantly affect attitude. These findings indicate that message content is important especially with

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... unfamiliar content since the platform itself does not impact attitude.