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Purpose: The purpose of the current flow configurations is to bring to attention the thermophysical aspects of magnetohydrodynamics (MHD) Williamson nanofluid flow under the effects of Joule heating, nonlinear thermal radiation, variable thermal coefficient and activation energy past a rotating stretchable surface. Design/methodology/approach: A mathematical model is examined to study the heat and mass transport analysis of steady MHD Williamson fluid flow past a rotating stretchable surface. Impact of activation energy with newly introduced variable diffusion coefficient at the mass equation is considered. The transport phenomenon is modeled by using highly nonlinear PDEs which are then reduced into dimensionless form by using similarity transformation. The resulting equations are then solved with the aid of fifth-order Fehlberg method. Findings: The rotating fluid, heat and mass transport effects are analyzed for different values of parameters on velocity, energy and diffusion distributions. Parameters like the rotation parameter, Hartmann number and Weissenberg number control the flow field. In addition, the solar radiation, Joule heating, Prandtl number, thermal conductivity, concentration diffusion coefficient and activation energy control the temperature and concentration profiles inside the stretching surface. It can be analyzed that for higher values of thermal conductivity, Eckret number and solar radiation parameter the temperature profile increases, whereas opposite behavior is noticed for Prandtl number. Moreover, for increasing values of temperature difference parameter and thermal diffusion coefficient, the concentration profile shows reducing behavior. Originality/value: This paper is useful for researchers working in mathematical and theoretical physics. Moreover, numerical results are very useful in industry and daily-use processes. [ABSTRACT FROM AUTHOR]