50 Hu, Please explain why this bluff is not working :(

Posted 9 years, 2 months ago

Blinds: $0.25/$0.50 (2 Players) SB: $43.08
BB: $59.02 (Hero)

Preflop ($0.75) Hero is BB with T J 3 7

Hero raises to $1.50, SB raises to $4.50, Hero calls $3.00

Flop ($9.00) 3 K 9

SB bets $4.30, Hero calls $4.30

Turn ($17.60) 3 K 9 8

SB checks, Hero bets $11.00, SB calls $11.00

River ($39.60) 3 K 9 8 2

SB checks, Hero bets $39.10, SB calls $23.28 and is all in

Final Pot SB wins and shows two pair, Nines and Eights.
BB lost and shows a pair of Threes.
SB wins $85.66
Rake is $0.50

Villian just sat down, and did 3bet a few times. Can someone explain to me if a call with 98 like he is doing here can ever be good ?