Figure 5
The multi-panel presents six bar charts titled Terms predicting brand defence, Terms predicting brand positivity, Terms predicting brand appraisal, Terms predicting brand zest, Terms predicting virtual positive expression, and Terms predicting brand knowledge, where each chart plots Feature on the vertical axis and Coefficient on the horizontal axis, with green bars indicating positive contributions and red bars indicating negative contributions, showing terms such as best, love, amazing, map, weapon, and game contributing positively across different brand dimensions, while terms such as bad, dont, shit, i d k, and sbmm contribute negatively, illustrating how individual words influence multiple brand perception metrics.Shapley Additive Explanations analysis for Call of Duty (unigram)
Source: Authors’ own work