This study draws on social exchange theory to investigate the relationship dynamics of the member–community dyad in virtual community settings. Using a longitudinal design and multiple measurement sources, the findings indicate that social and task communication styles have unique effects on members’ community commitment velocity, which in turn influences member gratitude and entitlement behaviors. A moderated path analysis demonstrates that the effects of social and task communication styles on community commitment velocity are both positively moderated by attachment anxiety and attachment avoidance. It also reveals that members’ level of popularity augments the influence of community commitment velocity on member entitlement behavior
