mee.agatep@yahoo.com). 126 International Journal of Social Science and Humanity, Vol. 5, No. 1, January 2015 DOI: 10.7763/IJSSH.2015.V5.437 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. I. INTRODUCTION Air travelers know the frustration of waiting endlessly for their plane to arrive or depart. Delayed flights are inevitable instance that maybe caused by a couple of factors i.e., technical problems, bad weather and air traffic. Although passengers anticipate delays, no one counts on such eventuality to happen to him. On June 2, 2013, a carrier of Cebu Pacific Air had an emergency landing at the Davao International Airport claiming pilot error, and with this single incident, many flights were delayed as a consequence. Using the power of the social media, countless complaints have been voiced out by unsatisfied customers stating their experiences with the airline (Hua [1], 2013). Two weeks after the incident, Cebu Pacific flight 5J448 from Iloilo skidded at the runway as it landed at NAIA during heavy rain, even though no one was harmed, it damaged five head lights of the runway. (Santos [2], 2013) In the month of August, there were also cancellation of flights because of the Typhoon Maring. These unfortunate incidents proved detrimental to Cebu Pacific Air and its positive image as the low flight leader. As a result, no less than Lance Y. Gokongwei, Cebu Air Inc., president claimed, the airline will miss their target of 15 million passengers for 2013. (Amojelar [3], 2013) Cebu Pacific, the Philippine’s number 1 and one of the fastest Manuscript received October 4, 2013; revised December 3, 2013. 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). growing airlines in Asia, is known for having the lowest flight fares with its “low fare everyday promo”, but even with a strong foothold as a budget airline, it could not escape the trouble caused by delayed flights or even cancellations. The unforeseen flight delays will eventually bring financial loss and damage to its reputation. Thus, this paper puts forward the significance of determining whether Cebu Pacific’s Facebook Fan Page helps in maintaining the image of Cebu Pacific Air Company. The connection of social media, specifically, Facebook and the maintained positive reputation of Cebu Pacific lead the proponents to further investigate the effectiveness of Facebook in maintaining the image of the said airline despite the cancellations and delays of flights. II. METHODOLOGY The Cebu Pacific Facebook Fan Page has a total “like” population of approximately one-million-seventy thousand. The researchers profiled the respondents by securing their email addresses, gender, and age. It utilized the descriptive quantitative research method, using probability sampling. The survey form, divided into three parts, used the knowledge, attitude, and practice as a formula. With a population of 120 respondents, the respondents are registered frequent flyers of Cebu Pacific Air, who have experienced delayed and cancelled flights and have liked the official Facebook Fan Page of Cebu Pacific. Data gathering ran for three weeks, from August 14 to August 30. The clients’ perception towards the airlines in relation to Cebu Pacific’s official Facebook Fan page was categorized, with the most common variables falling under three factors: Content, Communication Behavior, and Crisis Response. The data collected from the frequent fliers were encoded using computer software IBM© SPSS© Statistics Version 20 in order to compute for the mean, median, and standard deviation of the data. III. RESULTS A. Delayed Flights In the context of Air Transport Industry, different kinds of crises can arise. Crisis is a non-routine event that risk undesired visibility that in turn threatens significant reputational damage (Doorley and Garcia [4], 2010). According to {Serusi [5], 2012} there are three common characteristics in which crisis in the air transport industry are mutually evident. “[3] There is no prior notice or 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-Reyes