ak overcards vs light river bet

villain is loose and fishy - range is about atc based on the three orbits I've watched him at the table so far.
Turn wasn't good for me so I checked behind.
River gotta call, right?

Full Tilt No-Limit Hold'em, $0.50 BB (8 handed) - Full-Tilt Converter Tool from FlopTurnRiver.com

Button ($21.50)
SB ($110.90)
BB ($35.15)
UTG+1 ($159.70)
MP1 ($46.65)
Hero (MP2) ($79.15)
CO ($29.50)

Preflop: Hero is MP2 with Ahttp://www.flopturnriver.com/phpBB2/...iles/spade.gif, Khttp://www.flopturnriver.com/phpBB2/...miles/club.gif
BB raises to $2, 2 folds, Hero raises to $6, 3 folds, BB calls $4

Flop: ($12.75) 5http://www.flopturnriver.com/phpBB2/...iles/heart.gif, Jhttp://www.flopturnriver.com/phpBB2/...miles/club.gif, 10http://www.flopturnriver.com/phpBB2/...iles/heart.gif (3 players)
BB checks, Hero bets $9.50, BB calls $9.50

Turn: ($31.75) Jhttp://www.flopturnriver.com/phpBB2/...es/diamond.gif (3 players)
BB checks, Hero checks

River: ($31.75) 4http://www.flopturnriver.com/phpBB2/...iles/heart.gif (3 players)
BB bets $6, Hero calls $6

Total pot: $43.75 | Rake: $2.15

I was thinking against some opponents it's better to raise, against others it's better to call.

If he folds 22-99 to a river raise I would go ahead and make that raise.

Yeah I usually just call these cuz sometimes they're air but a ton of the time it's like, T7 or 5K.

yeah I'm just calling, i'd be much happier if the flush hadn't come not because I think he has the flush but I'd expect a lot more air in his range. I guess a raise is ok to rep the flush and I would def be raising if i had a small bet w/ weak hand or block/fold read.

if you had a pair this is a call a lot more than you think (eg even 77)
Also, this might be a call a lot too, there isnt necessarily a need to raise

barrel the turn for value?