give up or bluff river

[beanwater]

1$2$ 6 players
hero is in BB with J [img]/images/graemlins/spade.gif[/img]9 [img]/images/graemlins/spade.gif[/img]
UTG calls, UTG+1 calls, 2 folds, SB calls, Hero checks

flop: 10 [img]/images/graemlins/spade.gif[/img]Q [img]/images/graemlins/diamond.gif[/img]2 [img]/images/graemlins/spade.gif[/img]
SB checks, Hero bets, 1 fold, UTG+1 calls, SB folds
turn: 3 [img]/images/graemlins/diamond.gif[/img]
hero bets, UTG+1 calls
river: 2 [img]/images/graemlins/club.gif[/img]
hero bets, UTG+1 calls

should i c/f this river or does bluffing have value here?