While the term interactive marketing often has diverse definitions and usages among marketing professionals and practitioners, it is defined here as the bi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction. ...a definition characterizes interactive marketing in terms of the following aspects, namely, first, it is a two-way communication with mutual influences in social and business ecosystems; second, it focuses on customer responsiveness and often proactive behaviors in value creation and exchange; and third, its interactivity involves customer participation and engagement in controlling and modifying the environment in real-time (Steuer, 1992). The growth of digital platforms has displaced traditional intermedia not only by creating a new type of superpower of omnichannel marketplace spanning online and offline retailers but also changed business models from a linear supply chain pipeline to a complex network of producers and users in an interconnected ecosystem (Parker, VA Alstyne and Choudary, 2016). ...participants can swap their roles from hosts to customers on Airbnb, from drivers to riders on Uber and Didi, from media content creators to audience on Youtube and Wikipedia.