It all depends on texture of the flop as well as player tendencies and range of hands they play.

Example, if the flop is Q 8 5 and you bet and get called, I would not fire anymore on the turn or river. With two or three opponents in, there's really no chance you have the best hand.

Generally, if the flop is not coordinated, I would fire again on the turn. If the flop is coordinated, everything I do will depend on position and reads.