This study examines the persuasive discourse of institutional accounts on Sina Weibo which contains the genderless non-standard third person pronoun ta written in the Roman alphabet instead of standard Chinese characters. Mandarin Chinese originally used the single character ? (ta) to refer to the third person ‘he', ‘she', and ‘it', which later gave way to three separate written ‘standard' forms: ta ? ‘he', ta ? ‘she', and ta ? ‘it' all with the same pronunciation. From a discourse analysis perspective, the study incorporates the ‘three-move structure' textual analysis methodology to shed light on both contemporary language use and one of the most under-studied interpersonal dialogic practices in Chinese computer-mediated communication: ta. The research shows that the environments in which ta appears are associated with two main goals: (1) generating monetary profit and (2) generating engagement with services/ideologies.