TO SHARE OR NOT TO SHARE A SCREEN? A QUESTION OF "CONNECTED ATMOSPHERE" Yonathan Silvain Roten Panthéon-Sorbonne Paris I University PRISM Interdisciplinary Marketing Research Center Corresponding Author: Email: ys.roten@gmail.com- Cell.:+972 (0)544804562, +33 (0)667519429 Régine Vanheems IAE Jean Moulin Lyon 3 University Magellan Research Center in Management