Hoaxes and the Paradoxical Challenges of Restoring Legitimacy

@article{Veil2012HoaxesAT,
  title={Hoaxes and the Paradoxical Challenges of Restoring Legitimacy},
  author={Shari R. Veil and Timothy L. Sellnow and Elizabeth L. Petrun},
  journal={Management Communication Quarterly},
  year={2012},
  volume={26},
  pages={322 - 345}
}
This study addresses the paradoxical demands of a hoax perpetrated through social media that require an organization to make a substantial response to an unsubstantiated claim. Dominos’ response to its 2009 YouTube crisis is used as a case study to demonstrate how this paradoxical challenge can be resolved by publicly casting the crisis as a learning opportunity. Analysis reveals that learning manifests in observable actions that further emphasize a commitment to the values and norms the… 

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