IJSSH 2015 Vol.5(1): 126-129 ISSN: 2010-3646
DOI: 10.7763/IJSSH.2015.V5.437

Facebooking Airspace: A Study on the Effectiveness of Cebu Pacific Facebook Page in Maintaining the Positive Image

Normee Claire Noelle Agatep, Zyra Shemitha Quierrez, and Rowena Capulong-Reye
Abstract—The emergence of social media is undeniable. With the amount of people going online for faster communication, certain things go viral on the internet in just a short span of time. These things may either make or break a reputation of person or an organization. Cebu Pacific Air, Philippine’s leading airline, encountered a lot of incidents resulting to cancellation and delayed of flights. The aim of the study is to determine how Facebook helps in maintaining the public image of Cebu Pacific amidst the negative comments of unsatisfied customers regarding delayed and cancelled flights. Descriptive-Quantitative method was utilized using KAP questionnaire. Four factors emerged: content, communication behavior, crisis response and consistency that could help Cebu Pacific improve their image in the Social Media world. The paper reveals that the content of Cebu Pacific’s Facebook page helps the most in maintaining a positive image for the airlines.

Index Terms—Social media, facebook, airlines, public image, reputation.

Normee Claire Noelle Agatep, Zyra Shemitha Quierrez, and Rowena Capulong-Reyes are with the Colegio de San Juan de Letran (e-mail: mee.agatep@yahoo.com).

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Cite: Normee Claire Noelle Agatep, Zyra Shemitha Quierrez, and Rowena Capulong-Reyes, " Facebooking Airspace: A Study on the Effectiveness of Cebu Pacific Facebook Page in Maintaining the Positive Image," International Journal of Social Science and Humanity vol. 5, no. 1, pp. 126-129, 2015.

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