Dominos’ Response to Its YouTube Crisis

This is a case study about online hoaxes published in Management Communication Quarterly. The study examines a 2009 Dominos’ Pizza as Youtube Crisis that involved two employees that posted a video pretending to use contaminated ingredients to make pizzas and sandwiches. It explains tactics in responding to these types of hoaxes, including the suggestion that responding on the same platform is effective in countering the fake news.

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