Possible bluff c/r on turn

[Sibelius]

BB is a 27/21/3 over 70 hands

Preflop: Hero is on the button with A [img]/images/graemlins/spade.gif[/img]7 [img]/images/graemlins/diamond.gif[/img]
Hero raises, SB folds, BB calls

Flop: 2 [img]/images/graemlins/heart.gif[/img]7 [img]/images/graemlins/heart.gif[/img]3 [img]/images/graemlins/club.gif[/img]
BB checks, hero bets, BB calls

Turn: J [img]/images/graemlins/heart.gif[/img]
BB checks, hero bets, BB raises, hero calls

River: Q [img]/images/graemlins/diamond.gif[/img]
BB bets, hero calls

The villain was a bit aggressive and I think the turn doesn't necessarily improve his hand. What is your play, and what river cards are you folding if you called the turn?