Villain is 38/23 over 14 hands.

PokerStars - $0.10 NL (6 max) - Holdem - 6 players
Hand converted by PokerTracker 4

BTN: $33.19
Hero (SB): $10.00
BB: $9.84
UTG: $9.82
MP: $22.50
CO: $11.12

Hero posts SB $0.05, BB posts BB $0.10

Pre Flop: (pot: $0.15) Hero has 9 9

fold, fold, fold, BTN raises to $0.30, Hero calls $0.25, BB calls $0.20

Flop: ($0.90, 3 players) J Q 9
Hero bets $0.75, BB calls $0.75, fold

Turn: ($2.40, 2 players) 5
Hero bets $2.05, BB calls $2.05

River: ($6.50, 2 players) K
Hero ???

Not happy with this river. I think my hand has lost all it's value, I'm not sure I can get called by worse. If villain was calling down w/ like QT, JT, T9 he just got there. If he was calling w/ like KQ, KJ, QJ or J9, maybe Q9, I'm not sure I can get a call from those hands now either.

I have 53% equity against that range. So I think our options are;

Jam (get maximum value with a crying call from 2P)
Bet smaller, say 1/2 pot. (more likely to get a call from 2P?)
C/c (Not sure villain ever bets here without a 10 so I don't like this option)