—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.
—Social media, facebook, airlines, public image,
Normee Claire Noelle Agatep, Zyra Shemitha Quierrez, and Rowena
Capulong-Reyes are with the Colegio de San Juan de Letran (e-mail:
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.