Based on a 2×2×2 experiment, this article aims to explore how in the context of micro blogs consumers commitments toward the brand (high vs. low), the diagnosticity of brand crisis message (high vs. low) and consumer’s desire of self-presentation satisfaction (self improving vs. non-self improving) influence their willingness of forwarding the message. Our findings reveal that for low brand commitment consumers, message diagnosticity plays the role of central route and affects forwarding willingness of crisis message to a greater extent. By contrast, for those high-commitment consumers, whether the message is diagnostic or not is insufficient in encouraging them to forward it, and they are more willing to forward the high-diagnosticity message only when forwarding behavior satisfies their desire of self-presentation.