Figure 7
The multi-panel presents six bar charts focused on call of duty related terms, including 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, with Feature on the vertical axis and Coefficient on the horizontal axis, where positive terms include game mode, best c o d, love ghost, campaign amazing, halo halo, and advanced warfare, while negative terms include dont think, dont want, playing c o d, original modern, and world war, indicating how specific phrases associated with call of duty influence various brand perception metrics.Shapley Additive Explanations analysis for Call of Duty (bigram)
Source: Authors’ own work