1. Introduction

Information structuring, semantic linkage, and knowledge categorization, contributes to concept structuring, determining the main properties of objects and phenomena [1]. Inherently, happiness is based on the transformation from an external circumstance to an internal emotional condition, and comprises emotional, rational, ethical and pragmatic components [2]. Happiness concept possesses a range of lexico-semantic, structural-semantic and lingual-cognitive aspects [3], hence being characterized by a high semantic density and multi-layeredness [4]. Following social changes happiness is subjected to a paradigmatic shift [5]. Happiness is also defined through relationships with others – relatives or professional contacts, love and friendship [6]. The research into gender differences in understanding happiness shows that love, family, and joy are more important for women, whereas fate, good luck, aspiration to the unknown, the thrill of struggle and the joy of a contained victory are more valuable for men [7].

A number of research articles contain evidence that the concept of happiness includes the career-related semantic components: contentment, well-being, life satisfaction, success, good luck, fortune, destiny, fate, pleasure, contentment, the desire to do something [8], good quality of life – satisfaction with oneself, positive life perception, energy, positive self-assessment, high self-esteem [9], achieving success [10; 11], money, success [12], success and glory [13], success, good luck, fortune, abundance of food, career, high status, fame and recognition, leadership positions, apartments, cars, travel [14]. Self-improvement, with reliance on activity-based perfectionism, is a conscious process of personal development, a trend set in the modern social environment [15] – a path to achieving perfection through consistent work on oneself in all aspects: mental, physical, moral, and professional [16]. Self-improvement at work, or perfectionism, is a manifestation of happiness since it leads to professional growth, increased self-esteem, and a stronger sense of competence and fulfillment [17]. Additionally, perfectionism is expected by employers as a positive quality contributing to enhancing corporate morale and strengthening performance due to the positive attitude to work commitments and elevated ambitions [18]. Happiness in the workplace is understood as competence growth, improved performance, valuable contribution and recognition [19] – which are possible due to perfectionism at work [20]. Happiness as a social phenomenon is associated with wealth, harmony, equality [21], freedom, legality, integrity, work commitment and dedication, resulting in economic development [22].

2. Material and methods

The aim of this study is to analyze happiness as a subject of research and identify key conceptual relationships with related phenomena. The relevance of studying HAPPINESS concept is determined by its fundamental importance in terms of people’s self-perception in the modern society. Research discourse^[1] served as the material for the investigation (research articles 2024-2025). The volume of the research material amounted to a hundred of research papers which were selected by the keyword ‘happiness’. Research article titles and abstracts were analyzed for key conceptual connections, semantically related to happiness. It was found that happiness is a subject of research analysis in many fields of science. The results of the conducted analysis, presented below, reflect the main semantic relationships, some of them are provided with references to the research articles devoted to happiness. The material was examined with the help of discourse analysis, semantic relationship analysis, semantic categorization, constructive analysis and happiness concept design.

3. Findings

Happiness is in the focus of economic, sociological, and marketing research. In these fields, happiness is characterized by semantically lateral connections, such as availability of goods and services, rational correlation between income and expenditure, long-term pension insurance, sustainability of economic and banking systems, effective resource governance, buying habit development, brand management, pricing policies, favorable urban environment, technological accessibility. Let us consider them in more detail.

3.1. Economic perspective

Happiness in the context of economic studies is viewed as a subjective well-being measure for evaluating economic performance. Factors that impact happiness include fiscal decentralization, provision of goods and services, corporate accountability, corporate social responsibility, reduced corruption and improved governance [23]. Negative factors that produce a detrimental effect on subjective happiness are increased inequality among regions, wealth inequality, lowered housing affordability, restricted mobility, and unoptimistic opportunities for job prospects.

In addition, happiness is perceived through intergenerational equity which can be reached with the help of financial support for young generations, healthy pension insurance and long-term retirement planning [24]. Happiness is disrupted by insufficient pension insurance and old age poverty. Bank risk has a relationship to happiness through economic stability [25], while increased volatility in the stock market which could affect pension funds.

Economic sustainability is crucial for long-term happiness, whereas uncertainty and fear about the future due to job losses and unemployment are major sources of stress and anxiety. Economic stability is a buffer against economic downturns [26], job losses and economic insecurity [27]. Corporate cash reserves, invested in innovation, fund research and development, creating new products, services, and jobs.

Large income gaps can breed resentment and a feeling of unfairness [28]. Low-income communities often experience higher levels of stress and anxiety due to financial insecurity, lack of access to resources, and exposure to crime and violence [29]. Lower levels of social capital mean weaker social networks and community support which lead to frustration.

Affordable housing frees up resources for education, healthcare, and other investments in human capital, therefore they directly contribute to happiness and well-being [30]. In addition, spending on experiences, social connections, and things that align with personal values can increase happiness.

3.2. Sociological perspective

From the sociological view happiness is considered through social values for individuals and groups. Happiness lies in successful adaptation to various circumstances. In the modern environment with integrated digitalized tools, robots and artificial intelligence happiness implies increased convenience, access to information, automation of tedious and monotonous tasks, new forms of entertainment, and potential for improved healthcare [31]. Smart urbanism has a substantial potential for happiness owing to more efficient infrastructure, better services such as transportation, waste management, safer environments, smart lighting, security systems, and improved access to information. Daily happiness is built on purposeful, enjoyable, and meaningful activities which contribute to achieving a sense of fulfillment.

High levels of public trust in institutions – government, law enforcement, media – are linked to higher levels of social cohesion and a sense of security [32]. When people trust their institutions, they feel more confident about the future and less anxious about potential threats. Happiness is expressed through increased opportunities for advancement and improvement in social status, associated with greater financial security, access to better resources, and a sense of accomplishment. The opportunity to improve family-related economic circumstances is perceived as happiness.

Strong social networks, supportive relationships, and a sense of belonging are fundamental to happiness [33]. They are complemented by freedom from work-related stress, more time for leisure activities, and opportunities to pursue personal interests. Scientific research into middle-aged women’s happiness is closely related to their ability to navigate multi-tasking – career, family, health – meeting societal expectations [34]. Happiness is influenced by their ability to successfully maintain multi-faceted social connections.

Another happiness aspect is physical activity: regular physical activity has significant positive effects on mood, energy levels, and overall well-being since exercise releases endorphins, reduces stress, and improves sleep. Moreover, access to water features – rivers, lakes, oceans – in urban environments has been linked to reduced stress, improved mood, and increased physical activity.

Finally, being represented by a political party and believing that political ads are informative can boost confidence in the system [35]. All in all, a vibrant and thriving urban environment with a mix of activities, businesses, and social interactions contributes to residents’ sense of excitement, engagement, well-being, and happiness.

3.3. Marketing perspective

In the customer-centricity era, creating positive customer experiences is a priority for generating customer happiness, which includes not only product quality and functionality but also exceptional customer service, personalized communications, and building a community around the brand. Successful brands strategically aim to associate their products or services with positive emotions, such as happiness, joy, excitement, security, and belonging. Consumers are drawn to brands with a clear purpose beyond profit, for example, sustainability, social justice, or community involvement [36]. Consumers often make buying decisions based on their expectation that a product or service will bring them a certain level of satisfaction and, ultimately, happiness. A product marketed as a «solution to stress» may attract consumers seeking relief from anxiety and, in turn, make such consumers associate the product with happiness.

Consumer buying decisions are often influenced by social norms, peer pressure, and the desire to fit in. While these factors can lead to short-term happiness through acceptance and validation, they may not necessarily contribute to long-term well-being. Brands can build online communities which provide a sense of connection, support, shared passion, and contribute to customer happiness. Brand loyalty is often driven by emotional connections: consumers who feel a sense of affinity, trust, and emotional connection with a brand are more likely to remain loyal and experience a sense of happiness from consistently choosing that brand.

Buying for pleasure and buying for practical need are differentiated. Experiences often bring more lasting happiness than material possessions; purchasing experiences, rather than material goods, results in sustained happiness. Studies show that spending money on experiences (travel, events, education) tends to bring more lasting happiness than spending on material goods [37]. Efficient, friendly, and helpful service interactions create positive emotional experiences that build brand loyalty. Personalization and tailoring can significantly enhance perceived value and happiness.

4. Conclusion

To summarize, happiness is a multifaceted concept influenced by economic, social, and marketing factors. Economically, it is closely related to affordability of basic needs like housing, a secure future through pension insurance, sufficient income to meet needs without financial anxiety, and responsible spending. Sustainability and conservation of resources contribute to long-term economic stability and minimize future concerns. Sociologically, happiness originates from a sense of well-being, supportive neighborhood environments, public trust, access to free education, and livability in urban settings, balanced with healthy daily activities. While digitalization offers convenience, its impact on social interaction requires consideration. Marketing influences happiness through consumption, brand loyalty and buying habits. Understanding consumer buying decisions and fostering responsible consumption can prevent overspending and eliminate financial stress. While brand loyalty provides comfort, it is important to make informed choices. Brand management can affect value perception and satisfaction, laterally impacting happiness.

[1] Happiness. [Electronic research]. URL: https://www.sciencedirect.com/ (accessed: 17.09.2025)