The Impact of Digital Self-Representation and Professional Branding on Motivation for Lifelong Learning among Health Professionals

Introduction: The digital transformation of healthcare has amplified the importance of digital self-representation and professional branding. Understanding how these factors influence lifelong learning motivation is essential for fostering continuous professional development in an evolving clinical landscape. This study aimed to examine the relationship between digital selfrepresentation,professional branding, and motivation for lifelong learning among health professionals, and to identify demographic, disciplinary, and regional factors influencing these dynamics.Methods: A descriptive cross-sectional study was conducted among 340 health professionals using the Jefferson Scale of Lifelong Learning (JeffSLL) and a validated Digital IdentityScale. Statistical analysis assessed the correlations between digital identity engagement and lifelong learning motivation, and examined group differences by age, discipline, region, and gender.Results: Participants demonstrated high lifelong learning motivation (JeffSLL mean=3.33±0.65) and moderate-to-high digital engagement (Digital Identity Scale mean=3.19±0.57). A strong positive correlation was observed between digital identity engagement and learning motivation (r=0.635, p<0.001). The highest engagement was reported among mid-career professionals (aged 36–45 years) and those with 11–15 years of experience. Participants from dentistry and European regions showed the highest motivation for lifelong learning (p=0.005). No significant gender differences were noted.Conclusions: Digital identity is a significant predictor of lifelong learning motivation among health professionals. Engagement with digital self-representation and professional branding is especially pronounced among mid-career professionals and in regions with robust digital infrastructure and continuing professional development mandates. However, emotional and ethical complexities persist, underscoring the need for contextsensitive, institutionally supported strategies to foster digital professionalism and equitable lifelong learning opportunities.