Vietnamese youth’s expression of happiness on social media

With the development and increasing popularity of social networks, the number of youth using social networks in Vietnam is greater than ever. Self-presentation is considered a central activity of this age group in cyberspace. As part of online self-presentation, expressing positive emotions has been shown to benefit young people's psychological well-being. However, there is still a lack of research on the specific expression of happiness, among youth on social networks. This study focuses on the form of expression of happiness among Vietnamese youth on the social network Facebook. Using a method of projective technique on the target group, the research findings show that Vietnamese youth mainly choose to share content from different sources. The thematic analysis of expressions of happiness on social media include achievements; relationships with friends and family; sociability and activity; and positive perceptions of self and others. The research results also suggest some directions for future research on the same topic and can be applied to marketing research activities for the domestic market.