United Airlines is paying for violently dragging one of its passengers off a flight last Sunday.

After video footage of the incident went viral on Monday, the company's market capitalisation plummeted by around 4%, or "close to $1 billion," according to CNNMoney. United Continental Holdings' (UAL) stock was able to recover slightly by Tuesday afternoon thanks to a second statement from CEO Oscar Munoz apologising for the incident. The source reports UAL's stock has leveled off at about a $250 million loss.

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As previously reported, airline personnel on a United flight from Chicago to Louisville on Sunday asked passengers for volunteers to give up their seats so that several United employees could make their connecting flights the next day. Staffers were unable to find enough volunteers, so they picked four passengers at random — one of whom refused to give up his seat, claiming he was a doctor and needed to get to his patients. Authorities were then called, and violently dragged Dr. David Dao, 69, down the aisle of the plane — slamming his head into the armrest in the process.

Videos of the incident were quick to go viral, showing Dao being dragged off the plane and bleeding from his mouth as he repeats "just kill me." As of Tuesday, he is reportedly still in the hospital.

From: Cosmopolitan US