Moe (萌え, pronounced mo-e) is a concept signifying attraction to or love for cute characters. These characters needn't be from a manga or anime: one can also feel moe for, or 'moeru', a charming young attendant in one of Akihabara's famous maid cafés, an illustration of a cute character like there are so many to be found on all kinds of objects in Japan, a figurine, and so forth.
It shouldn't be a surprise that 'moe' characters are now used to draw the attention of their admirers to other subjects, just as famous manga characters sometimes pop up in information manga to instruct readers in subjects they might not otherwise be interested in.