The Ohmic dissipation effect on unsteady boundary layer flow and heat transfer of an incompressible electrically conducting memory fluid is considered. The flow is assumed to be over a continuously moving horizontal non-conducting surface in the presence of transverse magnetic field. Oscillating free stream and volumetric rate of heat generation (or absorption) is investigated, neglecting induced magnetic field in comparison to the applied magnetic field. The velocity and temperature distributions are obtained numerically and tabulated in graphical form. The expressions of skin friction coefficient and rate of heat transfer in terms of Nusselt number at the surface are derived, numerically and their numerical values for various values of physical parameters are presented.
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