Online advertising is becoming an integral part of business elements. In the past, the use of traditional media such as newspaper and television advertisements was normal. However, in these past few years, it is becoming increasingly normal for advertisers to use non-traditional media such as social media namely Facebook, You Tube, Instagram and TikTok, to name a few to promote their products. Advertisers wanted their customers to remember, recognise and recall their brands by using advertisements of different advertising appeals. Our brain, meanwhile, plays an important role for us to remember, recognise and recall things happening in our daily lives. That includes memorising, recognising and recalling brands that we saw before we decided whether to buy or not to buy the products we saw. In recent studies on advertising appeals, there is less number of papers understanding the relationship between emotional and rational appeals and purchase intention, mediated by implicit and explicit memory. This paper will aim to understand the relationship between both emotional and rational appeals and purchase intention with implicit and explicit memory as a mediator.
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