More than sociology, this time it would be another invention of garketing created from the word mentor. And for some cases it is a little worrying, if we take into account the Greek background for the relationship between the mentor and his disciple. See pederastia.
It is an intentional long-term relationship, with the intention of making it very lasting. It is usually to impart experiences, visions and knowledge, so that another learns, traines and acquires skills.