Can a guy avoid/not text a girl because of embarrassment?

A guy was really nice to me. He’d smile and turn red while talking to me and tease me (as a joke) and stuff. And we’d text every day. Then his friends came along once and started like embarrassing him and stuff (in person) and he just stopped texting (we never texted privately by the way. always group chats). I don't know if he hates me because the same day he started acting weird. Not mean (because he says similar things a lot) but i wouldn’t nice. So it just comes down to me being confused if one person hates me or he’s simply embarrassed because of his friends.
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The category was supposed to be different i didn’t notice it changed, sorry!
Can a guy avoid/not text a girl because of embarrassment?
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