This study investigates the thermal-diffusion and diffusion-thermo effects on the two-dimensional magnetohydrodynamics (MHD) axisymmertric flow of a second grade fluid. Mathematical analysis has been carried out in the presence of Joule heating and first order chemical reaction. Using momentum, energy and concentration laws, the governing partial differential equations have been reduced to the ordinary differential equations by suitable transformations. Series solutions are constructed by homotopy analysis method (HAM). Convergence of the derived series solutions is ensured. Plots are displayed in order to examine the influence of emerging parameters on the dimensionless components of velocity, temperature and concentration fields. Numerical computations for skin friction coefficient, Nusselt number and Sherwood number are tabulated. (C) 2011 Elsevier Ltd. All rights reserved.