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Book cover Reputation, Stock Price, and You

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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

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Endnotes

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Kossovsky, N. (2012). Employees. In: Reputation, Stock Price, and You. Apress, Berkeley, CA. https://doi.org/10.1007/978-1-4302-4891-0_4

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