The current study aims to evaluate the impact of Facebook integration on student engagement and academic performance on a business communication course taught in an Indian private university in an online teaching environment. A direct relationship was established between Facebook usage in an online learning environment and student engagement—both situational and personal factors. A quantitative data analysis using structured equation modeling was conducted to test the validity of the conceptualized model. The study reports that integration of contemporary social media tools in academia fosters communication, collaboration, and participation in online learning environment to develop discussion-oriented learning and cocreation.