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Employees

In: Reputation, Stock Price, and You

Author

Listed:
  • Nir Kossovsky

Abstract

On or about 13 April 2009, in a small Domino’s pizza franchise in North Carolina, two employees uploaded a two-minute prank video to Youtube of the duo offensively tampering with the food they were preparing. Within a few days, the power and reach of social media triggered more than a million views on Youtube and a “viral” spread of the subject on twitter. no surprise that a Google Trends report showing a 50% increase in searches for “Domino’s Pizza” was not accompanied by a surge in orders for freshly baked pizza pies. A national study conducted by HCD Research using its Media Curves website found that 65% of respondents who would have previously visited or ordered Domino’s Pizza were less likely to do so after viewing the offensive video.2

Suggested Citation

  • Nir Kossovsky, 2012. "Employees," Springer Books, in: Reputation, Stock Price, and You, chapter 0, pages 53-91, Springer.
    • Handle: RePEc:spr:sprchp:978-1-4302-4891-0_4
    DOI: 10.1007/978-1-4302-4891-0_4
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