Abstract: Micro-blog is one of the most common marketing tools, and marketers use it to improve sales and build relationship with customers more and more frequent nowadays. A model between the alignment of brand micro-blog content and brand personality and consumer's brand evaluation was built, aiming to explore the key mediating effect and moderating effect on this process. Two main experiments were conducted on real brands and virtual brands. According to the results，（1）when the degree of alignment between brand personalities and brand micro blogs was high, brand evaluations were higher，（2）the conceptual fluency had a mediating effect between the alignment and brand evaluation，（3）interaction tactics had different moderating effects between the alignment and brand evaluation. The findings provide insights into the research topic of brand personality in the Internet situation, and have managerial implications in practical marketing.