In today’s interactive marketplace,microblog has become a powerful social marketing and advertising platform. An important type of information in microblog is consumer generated and forwarded advertising. In our study, we explore advertising effects of different social appeals through microblog. We find that oriented appeals (i.e., other-oriented and self-oriented appeals) are more effective than non-oriented appeals. But the difference between other-oriented appeal and self-oriented appeal is insignificant. The relationship between sender and receiver moderate the result. Other-oriented appeal is more effective than self-oriented appeal for dyads with offline relationship, while self-oriented appeal is more effective for dyads of online-only relationship.