Sentiment analysis has proven its importance in business and research. With the metaverse market expansion and abundant high-quality data, understanding how businesses can leverage technologies such as sentiment analysis to improve their marketing strategies becomes significant. This paper synthesizes and organizes information relevant to sentiment analysis using Virtual Reality technology. To minimize bias and ensure accuracy, a systematic review was conducted. Papers from Springer, ScienceDirect, and IEEE Xplore, published since 2022, were analyzed. This yielded a total of 12 studies included in this review after screening of 304 papers. This research shows that sentiment analysis, together with Artificial Intelligence, is crucial for businesses aiming to expand their influence in the metaverse. These tools enable high customization and optimization of interactions, making them more engaging, while providing real-time insights into the consumers’ likes, dislikes and emotions. This allows companies to identify what works and what needs improvement in their metaverse platform.