Shares in United Airlines were nearly 6% lower in premarket trading on Tuesday as the company scrambled to address a video showing a passenger being forcibly dragged off an overbooked flight.
United Continental Holdings ( UAL ) weathered the initial waves of anger caused by the video on Monday, with shares closing with a 0.9% gain.
But momentum appears to have turned overnight.
The video, which surfaced Monday, showed a passenger removed on Sunday from United flight 3411 at Chicago O'Hare International Airport.
Several passengers recorded the incident on their phones and posted video on social media showing three Chicago Department of Aviation security officers dragging the man, who has not been identified, down the aisle by the arms and legs while other passengers shout in protest.
He continued to resist after he was removed and ran back onto the airplane, face bloodied from the encounter.
The incident sparked a massive reaction online.
Following the backlash, United CEO Oscar Munoz issued a statement calling the incident "upsetting" and apologized "for having to re-accommodate" customers.
But that failed to appease many customers. Public relations analysts have also panned the company's public response to the incident.
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