Following are links to some of my research. Most are Word files that represent the "final" version of the article prior to publication. In a few cases, PDF files are available. In all cases, please use the citation shown below when referring to the work. If a work listed in my CV is not here, please contact me and I'll be happy to send it to you and/or post it.
Articles on Interactivity
McMillan, S.J. Hwang, J.-S., and Lee, Guiohk (2003). Effects
of Structural and Perceptual Factors on Attitudes toward the Website.
Journal of Advertising Research, 43(4), 400-409. Paper also presented
at the Association for Education in Journalism and Mass Communication,
Miami, FL, August 2002.
PDF File
McMillan, S.J. and Hwang, J.-S. (2002). Measures of Perceived
Interactivity: An Exploration of the Role of Direction of Communication,
User Control, and Time in Shaping Perceptions of Interactivity.
Journal of Advertising, 31(3), 41-54.
Word File
PDF File
McMillan, S.J. (2002). Exploring Models of Interactivity from
Multiple Research Traditions: Users, Documents, And Systems. In
L. Lievrouw and S. Livingston (Eds.), Handbook of New Media (pp.
162-182). London: Sage.
Word File
McMillan, S.J. (2002). A Four-Part Model of Cyber-Interactivity:
Some Cyber-Places are More Interactive Than Others. New Media
and Society, 4(2), 271-291.
Word File
Hwang, J.-S. and McMillan, S.J. (2002). The Role of Interactivity
and Involvement in Attitude toward the Web Site. In A. Abernathy
(Ed.) Proceedings of the 2002 Conference of the American Academy
of Advertising, (pp. 10-17). Auburn, AL: Auburn University.
Word File
McMillan, S. J. and Downes, E. J. (2000). Defining Interactivity:
A Qualitative Identification of Key Dimensions. New Media and
Society, 2(2), 157-179. Research also presented at the Association
for Education in Journalism and Mass Communication, Baltimore,
MD August 1998.
Word File
McMillan, S. J. (2000). Interactivity Is in the Eye of the
Beholder: Function, Perception, Involvement, and Attitude toward
the Web Site. In M. A. Shaver (Ed.), Proceedings of the 2000 Conference
of the American Academy of Advertising (pp. 71-78). East Lansing,
MI: Michigan State University.
Word File
Article for ad agency participants click here
Research Methods
McMillan, S. J. (2000). The Microscope and the Moving Target:
The Challenge of Applying Content Analysis to the World Wide Web.
Journalism and Mass Communication Quarterly, 77(1), 80-98. Research
also presented at the International Communication Association,
San Francisco, CA, May 1999.
Word File
Sheehan, K. B. and McMillan, S. J. (1999). Response Variation
in E-Mail: An Exploration. Journal of Advertising Research, 39(4),
45-54.
Word File