The social identity model of deindividuation effects (SIDE model) provides an important lens through which Internet researchers can study computer‐mediated interactions. The theoretical model aims at bringing further the discussion around the construct of deindividuation, by proving under which conditions it can actually lead to group conformity, and it does so by testing and contextualizing it in online environments, where different degrees of anonymity, one of the conditions that can induce deindividuation, are present. The SIDE model contrasts with previously developed models on deindividuation by declaring that this state can actually enhance the tendency to categorize oneself in terms of the group, rather than at the individual level, and, therefore, by making the social norms more salient, it can trigger conformity responses. This model is particularly important in explaining the dynamics that can take place when individuals communicate via computer or, for example, utilize social media platforms.