The aims of this study were to investigate (a) the role of peer factors in adolescents’ sexual self-presentation
on social network sites, and (b) how adolescents who present themselves sexually online are
evaluated by others. 238 high school students (aged 12–18) evaluated either a sexual or non-sexual
online presentation of same-sex and opposite-sex peers. Moreover, they filled in a questionnaire about
their own self-presentation behavior. Findings showed that peer norms played a crucial role in whether
adolescents posted sexual pictures of themselves online. Moreover, need for popularity was a strong predictor
for posting such pictures. Girls who presented themselves in sexual ways were evaluated more
negatively by other girls but more positively by boys. Similarly, boys who presented themselves in sexual
ways were evaluated more positively by girls but not by boys.