0 ohm resistor vs jumper

they are basically the same thing.

in mass production a auto insertion machine which can insert a resistor
can also insert a jumper. It is just easier integration
for board design and production

or board designs that are adaptable to different units
can bypass certain design functions depending on revisions
 
There are 0 ohm resistors with standard SMD resistor footprints. You can just place those in a PCB design like you would place a normal SMD resistor, I find that more convenient than placing holes for a wire. I normally only use 0 ohm resistors when I want to be able to choose between different options by mounting some of them and not mounting others.
 
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I've started to use them instead of wire bridges with or without via's. Not 0 ohm. In lower frequency digital circuitry you can use low resistance values like under 10 ohm or so in 1206 or 0805 for signal tracks. 0603 are to small to have a copper track reliably underneath .