Building　on　the　literature　on　optimal　distinctiveness,　this　study　explores　the　differential　impacts　of　normative　versus　strategic　corporate　social　responsibility　(CSR)　practices　on　social　evaluations.　We　argue　that　normative　CSR,　which　entails　conformity　in　the　scope　of　CSR,　mitigates　negative　social　evaluations,　whereas　strategic　CSR,　which　emphasizes　differentiation　in　CSR　practices,　enhances　positive　social　evaluations.　Additionally,　we　examine　the　moderating　factors　influencing　these　relationships.　Using　the　case　of　corporate　social　activities　of　Chinese　listed　firms　during　the　period　from　2006　to　2019,　our　results　show　that　the　mitigating　effect　of　normative　CSR　on　negative　evaluations　is　more　pronounced　in　firms　with　higher　reputational　risk.　Conversely,　the　relationship　between　strategic　CSR　and　positive　social　evaluations　is　stronger　among　firms　with　lower　levels　of　peers＇　strategic　CSR.　Furthermore,　we　demonstrate　that　negative　and　positive　social　evaluations　serve　as　mechanisms　through　which　normative　and　strategic　CSR,　respectively,　influence　market　outcomes.　These　findings　contribute　to　the　optimal　distinctiveness　theory　and　advance　research　on　CSR　strategy.　©　2025　John　Wiley　&　Sons　Ltd.