PurposeOver the past two decades, technology-facilitated communication between brand and consumer has become common. One way in which technology can be used to build brand relationships in the online environment is by using brand avatars. This study considers social aspects of brand avatar communication, with the aim of determining if including an element of “socialness” adds to the impact of the brand avatar.Design/methodology/approachSpecifically, the authors test three outcome variables core to building strong consumer relationships through experimental design comparing an avatar's communication style (transactional vs social) while considering the potential covariate of motivational orientation.FindingsOverall, multivariate analysis of covariance (MANCOVA) results indicate that social functions provided by the brand avatar are more likely to facilitate the consumer–brand relationship (CBR) process than transactional functions. This study provides managerial support for using an avatar with social communication capabilities.Originality/valueAs social interaction becomes more expected by consumers in the current media landscape, understanding how to meet those demands on a large scale, through brand avatars, is valuable.

This study examined the impact of shared responsibility on the relationship between marketing and other business students’ coping strategies and their satisfaction with the rapid transitioning to remote learning and academic performance expectations. COVID-19 (coronavirus disease 2019) rapidly altered and challenged higher education to maintain pedagogical services provided to students, regardless of faculty or student readiness or experience. As such, shared responsibility can be critical in times of crisis when the university community must pull together for mutual success. Findings indicate that students’ sense of shared responsibility and healthy coping mechanisms lead to student satisfaction with the transition process and more positive academic outcomes. This study is the first to empirically examine shared responsibility in higher education during a crucial period to the authors’ knowledge. By promoting shared responsibility, marketing educators can improve student outcomes and identify those who may need additional support resources.

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