Ivy Martha Kirabo2023-10-182023-10-182023-09-15https://hdl.handle.net/20.500.12311/1172This is a dissertation.The purpose of the study is to investigate the impacts of online customer reviews on consumer buying decisions in Uganda at Uganda Christian University. This was guided by the following objectives: to examine consumer buying behavior, to examine online customer reviews and to establish the establish the impact of online customer reviews on consumer buying behavior This study was conducted using a correlational research design with a quantitative approach. The study population consists about 13,000 people. The sample consisted of 30 respondents selected from the target population. This study employed simple random sampling, voluntary response sampling, and convenience sampling techniques to select the sample.The researcher largely used closed-ended questionnaires to collect primary data from the respondents in the sample. In addition to the use of questionnaires, data was collected through observation of the setting and environment of the organization. The reliability and validity of the questionnaire were ensured through a rigorous process. After validation, the data was coded to facilitate computer entry and analysis. The study also found out that the respondents are begining to rely more on online customer reviews when purchasing products and services. The study found out that positive reviews play a pivotal role in building product credibility, attracting potential buyers, and fostering a positive brand image. Conversely, the presence of negative reviews can lead to hesitations and even deter consumers from making a purchase. The majority ranking demonstrated that most people would not be comfortable purchasing a product or service without reading reviews. In conclusion, the study findings demonstrate that there is an impact of online customer reviews on customer buying decisions as demonstrated from the study findings generated. The major recommendation is that tourism and hospitality establishments should increase their online presence because travellers today depend on online reviews to gain insights into product performance, quality, and overall user experiencesenDissertation