In the era of rapid digital transformation, social media platforms have emerged as powerful influencers in shaping consumer behaviours, with Facebook standing out as a key player in this landscape. This study initiates an exploration into the intricate relationship between social media advertising, focusing specifically on Facebook, and the consumer behaviour of the youth segment, with a specialized emphasis on fashion accessories. The pervasive use of social media, especially among the youth demographic, has transformed traditional advertising dynamics. As Facebook continues to be a dominant force in the social media realm, understanding its impact on consumer attitudes and behaviours regarding fashion accessories becomes imperative. This study intentions to explore the intricate relationship among youth consumer decisions and social media advertising, with a focus on understanding how Facebook plays a important role in influencing perceptions and preferences in the ever-changing field of marketing for fashion accessories.