BEIJING — Every evening, Liang Xuemeng goes online to read the latest postings from Ayawawa, one of China’s most popular advice columnists.

“I’ve learned a lot from Ayawawa,” said Ms. Liang, 29, an office clerk in Beijing. “I wish I’d started following her before my first marriage failed.”

Ayawawa is the online name of Yang Bingyang, one of several online advice dispensers who have won celebrity in China by tapping into urban women’s anxieties about finding a man to marry.

A former model, author of nine books and, she says, one of the first Chinese admitted to Mensa, the high I.Q. society, Ms. Yang has 2.8 million followers on Weibo, a Twitter-like messaging service, and 1.3 million on WeChat, the social media platform where she answers readers’ questions.