The flop play looks Ok, in this spot I usually like to mix it up between 3 lines: checkraising, betting, and check/calling and donking the turn. The line I probably use most often is checkraising the flop.
Given the way the hand played out, it looks like the hero has a wonderful bluffing opportunity since his play is very consistent with holding a jack. Unfortunately this alone does not make this bluff profitable. I would almost never bluff in this spot, becuz most people will never fold a better hand in this spot, solid players or weak players. The time I will bluff this river given the way the hand played out is against those weak tight players that like to make big laydowns, but this breed is so rare nowadays.