United Airlines’ boss is scrambling to alter the carrier’s public image after a viral video – in which a bloodied customer is dragged off a plane – sent the carrier’s shares plummeting by four percent (a loss of $US255 million) overnight.

In a fresh apology posted online, Chief Executive Oscar Munoz described the events of the 30-second clip where a male passenger is pulled from his seat, thrown face-first into an arm rest and tugged by his arms down the aisle, as “truly horrific”.

Unlike the boss’ first statement which has been labelled by some as a “taking no responsibility” speech, Munoz issued a more heartfelt apology, saying he shared the same “outrage, anger [and] disappointment” expressed by the public over the last 24 hours on social media.

The CEO continued by offering his “deepest apologies for what happened”.

“Like you, I continue to be disturbed by what happened on this flight and I deeply apologize to the customer forcibly removed and to all the customers aboard,” he said.

“No one should ever be mistreated this way.”

Oscar Munoz, United Airlines Chief Executive

“I want you to know that we take full responsibility and we will work to make it right.”

Munoz added that it’s “never too late to do the right thing” and said that he is committed to United customers and its employees.

“We are going to fix what’s broken so this never happens again.”

Oscar Munoz, United Airlines Chief Executive

United CEO

Moving forward, the head honcho said the carrier will review crew movement, its policies for incentivising volunteers in these situations, how oversold situations are handled and how the airline partners with airport authorities and local law enforcement.

Munoz expects to communicate the results of this review to the public by 30 April.

“I promise you we will do better.”

Oscar Munoz, United Airlines Chief Executive

However, there’s some concern that Munoz’s latest words may have arrived a little too late, with the video receiving worldwide coverage and resulting in the creation of dozens of memes and even mock United ads emphasising the carrier’s tough approach to customers.

Among the public responses is this fake promotion of ‘Superior Class’, a service that will get passengers on a United flight ‘no matter what’.

A post shared by BOO904 (@boo904) on

There was also posts about United’s ‘new customer service representatives’ like Darth Vader:

And The Walking Dead’s Negan:

Plus comedian Jimmy Kimmel jumped on the situation with an idea of what United’s new ad could look like:

What are your thoughts on United’s latest apology?