You should fold river because by raising you only represent missed flush draws or two overs+straight draw like KQ/J10/KJ/Q10, and have no chance of winning a pot, especially against the range you put him on. He called because you're repping a 9, but you checked flop. You can't represent 22s and 33s because you would've bet flop/raised turn with those hands.
It's also a really bad hand to run this bluff with, not just because of the line, but because you block a huge chunk of his folding range. For example, picking K
J
is better because now it's likelier he has missed hearts
or clubs.