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The purpose of the study is to identify factors influencing the continuance of use of non-halal certified cosmetics among Muslim university students in Malaysia.

The research framework was developed based on the stimulus–organism–response model. Self-administered questionnaires were distributed using a purposive sampling method among Muslim students in three universities in Malaysia. A total of 501 usable data were collected and analysed using Smart partial least squares.

The analysis revealed that celebrity endorsement positively influences attitude and brand image. Meanwhile, brand image has a positive effect on attitude and continuance of use of non-halal certified cosmetics. Additionally, attitude has a positive effect on the continuance of use behaviour. Regarding predictive power enhancement, brand image and attitude were found to have a mediation effect and sequential mediation effect on the relationship between celebrity endorsement and the continuance of use behaviour. Attitude weakens the relationship between attitude and the continuance of use of non-halal cosmetics among Muslim university students in Malaysia.

Findings will primarily benefit halal and non-halal cosmetic manufacturers providing stakeholders with fundamental predicting information related to customers’ continuance of use thus resulting in better marketing strategies.

This study is focused on predicting consumer behaviour towards halal products, as well as young Muslim consumers’ perspective towards non-halal cosmetics. Celebrity endorsement is introduced as a stimulus in the context of Muslim university students to predict their continuance of use behaviour of non-halal certified cosmetics. The investigation includes the moderating effect of religiosity for the relationship between attitude and continuance behaviour. Findings reveal the mediating effects of brand image and attitude as a mediator and sequential mediator for the relationship between celebrity endorsement and continuance of use behaviour. Contributions enrich the literature related to non-halal certified contexts.

A novel type of heat transfer fluid known as hybrid nanofluids is used to improve the efficiency of heat exchangers. It is observed from literature evidence that hybrid nanofluids outperform single nanofluids in terms of thermal performance. This study aims to address the stagnation point flow induced by Williamson hybrid nanofluids across a vertical plate. This fluid is drenched under the influence of mixed convection in a Darcy–Forchheimer porous medium with heat source/sink and entropy generation.

By applying the proper similarity transformation, the partial differential equations that represent the leading model of the flow problem are reduced to ordinary differential equations. For the boundary value problem of the fourth-order code (bvp4c), a built-in MATLAB finite difference code is used to tackle the flow problem and carry out the dual numerical solutions.

The shear stress decreases, but the rate of heat transfer increases because of their greater influence on the permeability parameter and Weissenberg number for both solutions. The ability of hybrid nanofluids to strengthen heat transfer with the incorporation of a porous medium is demonstrated in this study.

The findings may be highly beneficial in raising the energy efficiency of thermal systems.

The originality of the research lies in the investigation of the Darcy–Forchheimer stagnation point flow of a Williamson hybrid nanofluid across a vertical plate, considering buoyancy forces, which introduces another layer of complexity to the flow problem. This aspect has not been extensively studied before. The results are verified and offer a very favorable balance with the acknowledged papers.